Beacon technology is getting another seal of approval from the retail industry. Department store chains Lord & Taylor and Hudson’s Bay (both are owned by HBC) are rolling out in-store beacon marketing platforms, powered by Swirl, in over 130 retail storefronts across North America to deliver branded content and personalized offers to consumers’ smartphones while they shop. An ambitious application of beacon marketing in the retail industry, this marks the first time retail players test the technology. Pending customers’ feedback, the micro-location tech is ready to take the retail business by storm. Similar efforts would be expected in other retail stores soon, if offering a better, more integrated shopping experience is of their concern.