Swirl, a mobile marketing platform provider, today launched a program that is designed to attract and influence in-store shoppers with micro-targeted digital content and real-time, personalized offers delivered to consumers' smartphones while they shop.

Brands such as Alex and Ani, Timberland, Kenneth Cole, The Blues Jean Bar, Scott James and Exhale Spa are among the first retailers to deploy the Swirl In-Store Mobile Marketing Platform at their retail stores in New York and Boston starting today.

The Swirl platform combines a web-based marketing console with proprietary Bluetooth-based sensors and mobile apps to help retailers engage with consumers while they shop. Shoppers who opt-in automatically receive rich mobile content notifying them of personal offers, style recommendations and limited-time offers, according to a news release.

With the platform, retailers are able to drive store traffic, understand the preferences and behaviors of in-store shoppers, and increase retail purchase rates, according to the release. The in-store experience can be delivered to consumers through the Swirl app or as an add-on to retailers' existing mobile apps.

"We are constantly looking for ways to leverage next generation technology to enhance the shopping experience for our customers across all channels," said Ryan Bonifacino, VP of digital strategy at the retailer Alex and Ani. "Swirl's innovative platform allows us to better understand and influence retail shopping behaviors while at the same time providing our customers with a more engaging in-store experience."

Read more about mobile marketing.