Leading department store group, HBC announced it intends to deploy Bluetooth Low Energy (BLE) beacons placed around its Hudson’s Bay and Lord & Taylor department stores in Canada and the US to help provide customers with the next generation of service.
According to HBC, some BLE beacons are already in place in both Canada and the US in stores with multiple floors and multiple departments, allowing the beacons to deliver unique and relevant content to each shopper.
Technology partner Swirl commented on the news saying, “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. 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.”
The large deployment of BLE beacons represents a major push by the HBC Department Store Group to provide customers with an innovative and interactive shopping experience. While only time will tell if consumers start to use their smartphones in the fashion that BLE technology is designed to prompt, its success within the HBC Department Store Group could push many other retailers to attempt similar initiatives.
Overview by Tristan Hugo-Webb, Associate Director, International Advisory Services
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