Condé Nast’s Epicurious Makes Second Big iBeacon Push Of 2014

Condé Nast’s Epicurious is making its second big iBeacon push of 2014.  Swirl—the business behind Hudson’s and Lord and Taylor’s recent iBeacon upgrades—will now beam location aware notifications to those with the Epicurious app already installed on their phone via its already existing network of retailers’ beacons.

Going forward, Epicuirous users who have opted-in to receiving local content will be able to receive updates, offers and other culinary and lifestyle content while they shop.

The announced partnership does not reveal which specific Swirl retailers will turn their beacons toward beaming data to the Epicurious app—though that list includes merchants such as Alex and Ani, Timberland, Kenneth Cole, Lord&Taylor’s and Hudson.

“With the vast majority of consumers already using their smartphones while they shop in retail stores, our partnership with Conde Nast will create even greater value for shoppers and retailers,” said Hilmi Ozguc, founder and CEO of Swirl. “Marrying the latest mobile marketing technology with highly relevant content from Conde Nast’s lifestyle brands will help consumers make more informed and inspired purchasing decisions whenever and wherever they shop.”

Epicurious SVP and General Manager Carolyn Kremins noted that the partnership with Swirl supports the app’s over all goal to enrich the shopping experience in real time with the power of mobile.

“The Swirl platform helps deliver these experiences in contextual and relevant ways while consumers shop,” Kremins said.

Epicurious announced a similar partnership with the InMarket iBeacon network in April of 2014.