Accessories retailer Alex and Ani is rolling out Swirl Networks’ iBeacon platform in all 40 stores.

The platform allows Alex and Ani to send push notifications to users of the Swirl app who are in the Alex and Ani stores.

These messages represent the evolution of in-store mobile marketing campaigns. Typically they let users know of available offers or direct them to a section in the store that has an item of interest based on purchases in the past.

Ryan Bonifacino, vice president for digital strategy for Alex and Ani, said, “In 2013, Alex and Ani generated $230 million in revenue with the help of over 1,000 employees.”

He noted that Swirl’s platform allowed the company to deliver highly-targeted content to consumers when they are most likely to spend, which is when they are in the stores.

Bonifacino said in a telephone interview that the plan is to leverage the technology to its shop-in-shops at the department store level.

Hilmi Ozguc, founder and chief executive officer of Swirl, said that the technology is available for use by department stores.

Any department store that chooses to use the technology would work with a platform provider such as Swirl, and brands that wish to work with the iBeacon technology would work directly with the department store retailer on the marketing content it wishes to send.

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