The HBC Department Store Group, which manages the Hudsons Bay and Lord & Taylor department stores, has introduced beacon technology into its stores across North America.

The group operates more that 130 department stores across Canada and the US, and will be introducing an in-store beacon marketing platform in select malls and free-standing stores, including its 850,000+ square foot flagship branch in Toronto.

The beacon platform, provided by Swirl, will be used by the company to create a more personalised and engaging in-store mobile shopping experience for customers. The beacons will be used to trigger delivery of relevant content to shoppers at multiple locations and departments within its stores.

“We recognise 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 vice president and chief marketing officer for Hudsons Bay Company and Lord & Taylor. “Beacon technology is the future of retail marketing and Swirls platform will assist us to make every visit to Hudsons Bay or Lord & Taylor even more rewarding for our customers.”

“With this new capability, Hudsons 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 Americas 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.”