Toronto - HBC Department Store Group is deploying the Swirl in-store beacon marketing platform to deliver digital experiences to consumers' smartphones while they shop in the company's department stores in Canada and the U.S. Using beacons installed in merchandising areas throughout its stores, Hudson's Bay and Lord & Taylor will automatically deliver branded content and personalized offers to in-store shoppers through an array of company-owned and third-party mobile apps.
The HBC Department Store Group operates more than 130 Hudson's Bay and Lord & Taylor department stores across North America. Starting July 28, the new in-store mobile experiences will be available to shoppers at select malls and free-standing Hudson's Bay stores including its Toronto flagship store, as well as Lord & Taylor stores in the U.S.
HBC is using the Swirl beacon marketing platform to create more personalized and engaging in-store mobile shopping experiences. Swirl beacons will be used to trigger delivery of unique and relevant content to shoppers at multiple locations and departments within its stores. The Swirl platform leverages Bluetooth Smart and Apple's iBeacon technology to deliver targeted content and offers to consumers based on their specific location and behavior at the store. By utilizing the Swirl technology across various popular lifestyle and shopping apps, HBC Department Store Group can deliver personalized in-store mobile experiences to shoppers who choose to opt-in to the service.
"We recognize the appetite for mobile experiences that cater to our customers' immediate needs and preferences while also providing a seamless and effortless experience," said Michael Crotty, executive VP, chief marketing officer, Hudson's Bay Company and Lord & Taylor. "Beacon technology is the future of retail marketing and Swirl's platform will assist us to make every visit to Hudson's Bay or Lord & Taylor even more rewarding for our customers."