Lord & Taylor installs beacons, adds new app

Lord & Taylor will now offer shoppers deals and personalized content through an in-store mobile app, enabled by a newly installed beacon network.

Swirl, an in-store beacon marketing platform, will be used by the HBC Department Store Group throughout the United States and Canada.

The brand will soon begin to install the beacon technology in merchandising areas in both free-standing and select Hudson's Bay and Lord & Taylor stores throughout the United States. For shoppers, branded content and personalized offers will automatically be delivered to their smartphones through apps.

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 that particular store. By using Swirl across various shopping apps, the HBC Group will be able to deliver mobile experiences to customers who opt in.

"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 and CMO, 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."

Roughly 41 percent of shoppers actively use mobile apps in stores, according to a study by the CFI Group and in-store mobile app usage is 16x higher with beacons, according to inMarket.

"With this new capability, Hudson's Bay and Lord & Taylor are taking their reputation for quality and customer service to the next level," said Hilmi Ozguc, founder and CEO of Swirl. "We are proud to be working with one of North America's premier retailers to reinvent the in-store shopping experience with the latest mobile marketing technology. This multi-category, multi-floor beacon deployment represents the most ambitious application of beacon marketing in the retail industry to date."  

Just last week, Lord & Taylor announced the launch of two new concept shops. The new in-store shops and the installation of the new beacon technology are both part of an expansion in the parent company's digital technology initiatives.

*A version of this story originally appeared in FierceMobileRetail's sister publication FierceRetail. 

For more:
-See this Lord & Taylor press release

Related stories:
In-store app usage 16x higher with beacons
One-third of shoppers now use mobile only
Retail sales up 168% from mobile-optimized sites
Apps dominate mobile as web browsing declines
Amazon, eBay, Walmart see more mobile-only visits

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