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RFID News Roundup

Epicurious to use Swirl beacons to deliver localized services to in-store shoppers; Hard Rock Rocksino Northfield Park adopts InvoTech uniform-tracking system; iZipline to integrate PackageTagz app with HID Global’s Trusted Tag Services.
By Beth Bacheldor
Aug 14, 2014

The following are news announcements made during the past week by the following organizations: Epicurious, Swirl Networks; InvoTech, Hard Rock Rocksino Northfield Park; iZipline, HID Global.

Epicurious to Use Swirl Beacons to Deliver Localized Services to In-Store Shoppers

In-store mobile marketing company Swirl Networks has announced a partnership with Epicurious, a Condé Nast online and mobile service focused food. The two companies say they plan to bring exclusive in-store digital experiences to Epicurious' audience. Swirl's marketing platform leverages Bluetooth Low Energy (BLE) beacons to deliver targeted content and offers to consumers' smartphones, based on their specific location and behavior at the store.

The Epicurious iPhone app
According to Swirl, its beacons installed in retail shopping locations throughout North America will be used to trigger the delivery of value-added lifestyle content and personalized offers to more than 9 million Epicurious mobile app users. Available now, the in-store digital experiences are offered to users of the Epicurious iPhone app who have opted-in to receiving local content. These in-store experiences are being tested in select markets, where Epicurious mobile app users will receive culinary and lifestyle content and offers while they shop, according to Swirl, which said it was not at liberty to provide any more details, including the retail locations or markets.

Thanks to the beacons, Epicurious will make everyday shopping experiences more rewarding by delivering our high-quality lifestyle tips, ideas and content directly to consumers at the very moment decisions are being made, according to Carolyn Kremins, Epicurious' senior VP and general manager. The Swirl platform helps deliver these experiences in contextual and relevant ways while consumers shop, giving Epicurious new opportunities to create additional value for both its consumers and its advertising partners. Swirl has previously announced retail store beacon deployments at Lord & Taylor, Hudson's Bay (see RFID News Roundup: Hudson's Bay and Lord & Taylor Stores Roll Out Swirl's Beacons), Alex and Ani (see Alex and Ani Rolls Out Swirl's Bluetooth Beacons at 40 Stores), Timberland, and Kenneth Cole stores across North America.

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