It’s not the first department store with plans for iBeacons, but it’s certainly one of the biggest we’ve seen yet deploying the Bluetooth LE beacons that send shoppers location-aware, targeted notifications. Today Hudson’s Bay Company announced that it’s rolling out an iBeacon shopping experience in some of its 130 The Bay and Lord & Taylor department store locations across the US and Canada.
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… The HBC Department Store Group operates more than 130 Hudson’s Bay and Lord & Taylor department stores across North America. Starting today, the new in-store mobile experiences will be available to shoppers at select malls and free-standing Hudson’s Bay stores…
While we’ve seen some clothing retailers, grocery stores, and events taking advantage of iBeacons, Hudson’s Bay company is one of the first major department stores to do so in large number of its stores across North America. It’s decided to use Swirl, a complete iBeacon marketing platform that integrates with Motorola Solutions’ MPact platform that is already being used by fashion brands Timberland and Kenneth Cole for in-store experiences. Other department stores like Walmart have opted for GE’s new beacon-equipped LED lighting fixtures with their own software side solution in its mobile apps.
Hudson’s Bay Company will use the tech in its stores for the usual targeted shopping experiences pushed to the retailer’s mobile app. That includes “delivery of unique and relevant content to shoppers at multiple locations and departments within its stores.” As for why it picked Swirl rather than one of its competitors, HBC says the decision was based on Swirl’s “ability to meet the security and scalability requirements of its large-scale department stores.” A couple of the notifications that will be sent to users are pictured above.
Here’s what the iBeacon’s look like in store:
While it’s not sharing what specific locations of the 130 it operates will be getting iBeacons, you can expect to see notifications through the mobile apps for The Bay and Lord & Taylor. That includes stores in select malls and The Bay’s standalone locations such as its 850,000+ square foot Toronto flagship store. No word on when the Hudson’s Bay company will bring iBeacons to the other popular chains it owns including luxury retailer Saks Fifth Avenue and Canadian home goods store Home Outfitters.
Earlier this month we shared some of the earliest stats available for ad engagement through iBeacons noting that Hillshire Brands was able to increase sales with purchase intent up 20x representing a 500x increase over average mobile ad engagement.