Swirl, a new mobile app in testing by Timberland, can target customers with a declared interest in certain footwear or other products. For example, in the Kenneth Cole shop in Grand Central, shoppers with Swirl activated and tracking were notified of a 20% discount on full-priced merchandise. Upon clicking to view more information, a 1-hour countdown clock was initiated before the deal expired. Because it’s opt-in, customers aren’t as nervous about using it, as evidenced by the test results: 72% of offer recipients checked out the offers and 35% redeemed them. The technology works through in-store devices that track phone signals over wifi, which will be used in the future to track position in the store, and offer geographical deals.