Lord & Taylor Personalizes In-Store Experience with Chainwide Beacon Rollout

To deliver digital experience to consumers' smartphones while they shop in department stores, Hudson's Bay and Lord & Taylor will deploy Swirl's in-store beacon marketing platform in Canada and the U.S. Using beacons installed in merchandising areas through the stores, the retailers 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 stores across North America. The new in-store mobile experiences will be available to shoppers at select malls and free-standing Hudson's Bay stores, including its 850,000+ square foot Toronto flagship stores.
The Swirl beacon marketing platform creates a more personalized and engaging in-store mobile shopping experience. The beacons will be used to trigger delivery of unique and relevant content to shoppers at multiple locations and departments within the stores.
"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, EVP and CMO for Hudson's Bay Company. "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."
The end-to-end beacon platform was selected for its marketing capabilities as well as its ability to meet security and scalability requirements for the large-scale stores. Leveraging Bluetooth Smart and Apple's iBeacon technology, the platform delivers targeted content and offers to customers 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 compelling in-store mobile experiences to shoppers who choose to opt-in to the service.
Beacon marketing is the latest step that HBC has made in an effort to meet rapidly evolving consumer behaviors. With consumers increasingly using their smartphones for shopping-related activities, in-store mobile engagement is quickly becoming a retailer imperative.