Swirl Launches on Oracle's Marketing AppCloud

Digital marketing technology provider Swirl recently announced the launch of its Mobile Presence Management and Marketing Platform for Oracle Marketing Cloud. Available through Oracle's Marketing AppCloud, the platform can help marketers use in-store shopper behavioral data to deliver personalized digital content to customers through Oracle Marketing Cloud.

Swirl aims to enhance the shopper experience in physical retail stores through in-store digital marketing. The company is a Silver level member of OraclePartnerNetwork, and its technology is used by retailers such as Lord & Taylor, Urban Outfitters, and Timberland. Oracle's Marketing AppCloud, meanwhile, is designed to expand the capabilities of Oracle Marketing Cloud by offering users applications that can contribute to a more personalized marketing experience.

"Swirl helps retailers generate greater value from every shopper visit by enabling them to harness the power of in-store mobile presence and transform their physical stores into a powerful digital marketing asset. With the Swirl platform, retailers can originate an entirely new set of offline shopper behavioral data and act on that data with a powerful set of specialized marketing capabilities," Rob Murphy, vice president of marketing at Swirl, told CRM Magazine via email.

Using information from digital location signals such as GPS, Wi-Fi, and Bluetooth beacons, the Swirl platform generates shopper behavioral data that can then be used to enhance customer profiles and marketing programs. Furthermore, Swirl's DataBridge technology provides marketers with a real-time data feed—as well as access to both online and offline customer profiles—with the goal of personalizing marketing communications at any touch point.

"With this integration, marketers have easy access to the industry's most complete set of customer behavioral data and cross-channel marketing tools for delivering more personalized interactions at any touch point. Richer customer profiles and a broader set of capabilities will allow marketers to achieve greater levels of performance from their marketing investments," Murphy says.

With the data generated by Swirl's platform, marketers can deliver personalized mobile messages and content to customers as they shop at specific locations, and they can automatically deliver digital shopper surveys to customers as they leave specific stores. The platform also enables marketers to retarget customers by delivering personalized emails or online ads to them after they leave a physical store or a department within that store. Finally, marketers can use the Swirl solution to measure the effectiveness of owned and paid media in terms of driving store traffic.

According to Murphy, the application provides “an easy way for retailers to gather feedback on the in-store shopping experience when it is fresh in the shopper's mind.” He also says that “by mapping media impressions to verified store visits, marketers can understand the direct impact that digital ad investments have on driving foot traffic in their stores.”

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