Epicurious, a Conde Nast lifestyle web and mobile platform, announced it is partnering with Swirl Networks to bring exclusive in-store digital experiences to its broad audience of lifestyle enthusiasts. Swirl is an enterprise-class beacon marketing platform provider, powered by Bluetooth Smart and Apple's iBeacon technology. According to the companies, Swirl beacons installed in retail shopping locations throughout North America will be used to trigger delivery of value-added lifestyle content and personalized offers to over 9 million Epicurious mobile app users.

Starting this week, the in-store digital experiences will be available to users of the Epicurious iPhone app who have opted-in to receiving local content. These in-store experiences are being piloted in select markets, where Epicurious mobile app users will receive culinary and lifestyle content and offers while they shop.

Mobile app users who opt-in to the service receive digital content and offers automatically based on their specific location and behavior in participating retail stores. Swirl has previously announced retail store beacon deployments at Lord & Taylor, Hudson's Bay, Alex and Ani, Timberland, and Kenneth Cole stores across North America.

"Epicurious can now 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," said Carolyn Kremins, SVP and General Manager, Epicurious. "The Swirl platform helps deliver these experiences in contextual and relevant ways while consumers shop. This new capability provides us with the opportunity to create additional value for Epicurious consumers and advertising partners alike."