HBC Department Store Group today announced it is deploying the Swirl in-store beacon marketing platform to deliver digital experiences to consumers’ smartphones while they shop in the company’s department stores in Canada and the U.S. Using beacons installed in merchandising areas throughout 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 companies said in a press release.

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 freestanding Hudson’s Bay stores, including its 850,000-plus square foot Toronto flagship store, which sees thousands of customers each day, as well as Lord & Taylor stores in the U.S.

HBC said it is using the Swirl beacon marketing platform to create more personalized and engaging in-store mobile shopping experiences. Swirl beacons will be used to trigger delivery of unique and relevant content to shoppers at multiple locations and departments within stores. The Swirl platform leverages Bluetooth Smart and Apple iBeacon technology to deliver targeted content and offers to consumers based on their shopping behavior and their specific location within the store.

“We recognize the appetite for mobile experiences that cater to our customers’ immediate needs and preferences while also providing a seamless and effortless experience,” said Michael Crotty, EVP and chief marketing officer at Hudson’s Bay Company. “Beacon technology is the future of retail marketing and Swirl’s platform will assist us to make every visit to Hudson’s Bay or Lord & Taylor even more rewarding for our customers.”