HBC Department Store Group has begun using Bluetooth Low Energy (BLE) beacons placed around its Hudson’s Bay and Lord & Taylor department stores in Canada and the US “to deliver digital experiences to consumers’ smartphones while they shop”.

The service is now live “at select malls”, at all Lord & Taylor stores in the US and at free-standing Hudson’s Bay stores in Canada. It makes use of beacons placed in multiple departments and on multiple floors within each store to trigger delivery of “unique and relevant content” to shoppers.

“Using beacons installed in merchandising areas throughout its stores, Hudson’s Bay and Lord & Taylor will automatically deliver branded content and personalized offers to in-store shoppers through an array of company-owned and third-party mobile apps,” technology provider Swirl says.

“By utilizing the Swirl technology across various popular lifestyle and shopping apps, HBC Department Store Group can deliver compelling in-store mobile experiences to millions of shoppers who choose to opt in to the service.”

“We recognize the appetite for mobile experiences that cater to our customers’ immediate needs and preferences, while also providing a seamless and effortless experience,” says Michael Crotty, chief marketing officer for Hudson’s Bay 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.”