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.
Tag: Beacon
Clear Channel Introduces Mobile Outdoor Ad Platform
Out-of-home ad company Clear Channel Outdoor is partnering with the New York-based ad tech firm Blue Bite, featured in our virtual lab, to bring its mobile ad platform “Connect” to 28 U.S. cities and Toronto, after a successful trial in some European markets. The platform aims to connect out-of-home advertisements with consumers’ smartphones by turning outdoor structures into digital interfaces using QR codes and near field communication (NFC) technology. It is also reported to be looking into more advanced location-based technology, such as beacons, to explore the largely uncharted territory of proximity-based advertising. As a first step, this is certainly a right step for the OOH ad seller towards a steady digital transformation.
