The Financial Post reports in its Tuesday, July 29, edition that Hudson's Bay is implementing new technology that sends offers directly to customers' smart phones based on where they are standing in the store. The Post's Armina Ligaya writes that consumer advocates, however, caution that shoppers may not be aware of how their information is being used when they sign up for the digital deals. HBC partnered with Boston's Swirl Networks for the launch and began using sensors, called beacons, in five Canadian stores Monday, including two of its largest locations in Toronto, and one each in Calgary, Vancouver and Ottawa. In the United States, the program will debut in five Lord & Taylor stores located in Boston and New York. HBC chief marketing officer Michael Crotty says: "We recognize the appetite for mobile experiences that cater to our customers' immediate needs and preferences. ... Beacon technology is the future of retail marketing." The beacons, which will be placed at store entrances and throughout the shop floor, use Apple's iBeacon platform and Bluetooth technology to detect and interact with shoppers who have downloaded a compatible smart phone app, says Swirl vice-president Rob Murphy.