News

Swirl and Motorola to power beacon marketing for retailers

BY CSA STAFF

Swirl Networks, provider of a leading enterprise-class beacon marketing platform, has entered into a strategic relationship with Motorola Solutions. The two companies will work together in the areas of product, sales and services to support iBeacon technology rollouts in large-scale retail environments.

The news follows the recent unveiling of Motorola’s MPact Platform for Mobile Marketing, which leverages Swirl to power the beacon marketing capabilities for its indoor locationing platform.

Together, Swirl and Motorola Solutions will offer retailers what they call “the most scalable enterprise-class beacon marketing solution that is currently available in the market.”

Swirl and Motorola will jointly sell Swirl’s beacon-based in-store mobile marketing platform as a standalone product as well as in conjunction with Motorola MPact, a unified indoor locationing platform that leverages both Wi-Fi and Bluetooth Smart technology. Swirl’s platform will be fully integrated with Motorola’s Bluetooth Smart Beacons, providing retailers with the option of purchasing beacons from an established retail partner, while taking advantage of Swirl’s industry-leading cloud platform for creating, managing and analyzing in-store mobile marketing campaigns.

Motorola will offer the MPact platform and beacon installation and servicing to Swirl customers. This service option will allow retailers to leverage Motorola’s nationwide Services team for rapid deployment of large-scale beacon networks spanning thousands of retail locations. Swirl’s beacon-powered mobile marketing platform gives retailers the ability to engage shoppers with personalized digital content and offers while they shop in stores. Alex and Ani, Kenneth Cole and Timberland have deployed Swirl’s beacon technology in stores nationwide.

"We are excited to work with Swirl to bring enterprise-class beacon marketing capabilities to large-scale retailers," said Imran Akbar,VP and GM, Enterprise Networks & Communications, Motorola Solutions. "As Motorola Solutions continues to enhance the in-store experience for shoppers, Swirl’s robust software for creating, managing and optimizing in-store mobile marketing campaigns makes for an ideal relationship."

"This collaboration with Motorola Solutions reinforces our commitment to bring the most scalable and comprehensive beacon marketing solution to leading retailers and brands," said Hilmi Ozguc, Swirl CEO. "Through this relationship, Swirl customers now have access to beacons and support services from one of the most respected names in the retail industry. Together with Motorola Solutions, we can help retailers effectively roll out beacon marketing capabilities at even the largest scale."

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FINANCE

Jana Partners discloses 9.9% stake in PetSmart; asks retailer to explore options

BY Marianne Wilson

New York — Activist investor Jana Partners LLC disclosed it has acquired a 9.9% stake in PetSmart, according to a regulatory filing, and plans to ask the retailer to explore various options, including a sale. Jana, $10 billion firm hedge firm run by Barry Rosenstein, has a reputation for pushing corporate managements to make changes.

Jana Partners said that it expects to have discussions with PetSmart’s board and management regarding a review of strategic alternatives, including exploring a sale. PetSmart needs to improve operating performance and capital allocation and return “significant” capital to shareholders, Jana said. The fund also called on PetSmart to improve disclosures and the composition of management and its board.

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MARKETING/SOCIAL MEDIA

July Fourth apparel shoppers go online

BY Dan Berthiaume

Palo Alto, Calif. – Forty-three percent of consumers planning to purchase apparel for the July Fourth holiday will shop at online stores. According to a new survey from fashion site Snapette, other popular Independence Day apparel destinations will be major department stores (28%), discount stores (16%), local boutiques (10%), and party stores (3%).

In terms of July Fourth apparel spending, 15% of consumers will spend $25 or less, while 23% will spend $25-$50; 22% will spend $50-$75; and 20% will spend $75-$100. Only 14% plan to spend more than $100 and 6% plan to spend more than $200.

The most popular July Fourth apparel item consumers plan to wear is anything red, white and blue (53%), followed by jeans or cut-offs or tank top (19%) and anything involving stars and stripes (12%). Eighty-two percent of consumers plan to celebrate July Fourth.

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