Swirl beacons land in Hudson's Bay, Lord & Taylor department stores

The deployment marks the first time a major department store chain rolled out iBeacon-based technology across its units.
Written by Natalie Gagliordi, Contributor

More than 130 Hudson's Bay and Lord & Taylor department stores across North America and Canada are now using iBeacons for a location-based marketing initiative.

Led by the HBC Department Store Group, Hudson's Bay and Lord & Taylor will house beacons powered by Swirl Networks and Motorola Solutions.

Swirl and Motorola Solutions combined their iBeacon portfolios earlier this month with a partnership aimed at boosting deployments of their core iBeacon-powered offerings — the Motorola MPact beacon and the Swirl mobile marketing platform.

The partnership brought support for Swirl's mobile marketing platform to the Motorola MPact beacon, an indoor location platform that leverages wifi and Bluetooth Smart technology and is also compatible with the Apple iBeacon specification.

The beacons will communicate with shoppers via mobile apps for each brand. Customers have to opt in for the push notifications, which will include targeted content and offers to consumers based on their specific location and behavior at the store. 

"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 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."

According to the announcement from Swirl, the deployment marks the first time a major department store chain rolled out beacon technology across its units. The rollout will begin with stores in Toronto, Calgary, Vancouver and Ottawa, and at Lord & Taylor locations in New York and Massachusetts.


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