Bon-Ton Department Stores Shoe Salons Make Shopping for Shoes a Breeze

    Bon-Ton Department Stores Shoe Salons Make Shopping for Shoes a Breeze

New Mobile Approach to Finding the Shoe-For-You powered by Thinaire®

PR Newswire

NEW YORK, Nov. 21, 2013

NEW YORK, Nov. 21, 2013 /PRNewswire/ -- In keeping with the growing trend that
mobile devices play for in-store purchase decisions, Bon-Ton and its family of
department stores, which include Bon-Ton, Bergner's, Boston Store, Carson's,
Herberger's, Elder-Beerman and Younkers, has developed a truly exciting twist
to the department store shoe shopping experience. Shoppers can instantly
determine whether the store that they are in has the shoes in the size and
color they are looking for, and if not, the RF:NFC* enabled display shoe can
guide shoppers to the nearest store that has the shoe they are looking for in
stock or direct shoppers to a mobile commerce site to purchase the shoe on the
spot. All this delivered with the tap of an NFC-enabled smartphone activating
the RF:NFC* label on the sole of the shoe.

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Bon-Ton Stores has engaged Thinaire to turn shoes-on-display into mobile
marketing channels for shoppers, by delivering upon tap (NFC engagement),
branded mobile experiences, in over 30 of the company's stores across 11
states. NFC allows for seamless mobile engagement with RF-enabled media and
objects, delivering compelling content with a simple tap of a smartphone
against the display shoe. Earlier this year, Bon-Ton Stores installed
in-store signage informing their shoppers about the NFC technology being made
available. The first Thinaire powered programs ran in the cosmetics
departments featuring Estee Lauder and Clinique campaigns. 

Bon-Ton Stores will feature hundreds of thousands of shoe SKUs along with
product information messages communicated by NFC-enabled decals powered by
Thinaire. Smartphone users will be connected to the products they care about
by simply tapping their phones to the decals on shoes and signs throughout the
stores. Thinaire's mobile engagement marketing platform adds a new dimension
to Bon-Ton's in-store shopper engagement; bridging the gap between physical
media and objects, and the shopper's mobile device.

Luis Fernandez, Chief Omni Channel Officer for Bon-Ton Department Stores said,
"More and more consumers rely on their smartphones to help them make purchase
decisions while they are in a store. By enhancing our displays with
Thinaire's technology, we will be providing our shoppers with an engaging in
store experience." He adds, "Bon-Ton has developed a user-friendly mobile
optimized process that makes it easy and intuitive for shoppers to find and
purchase the products they want."

Thinaire's cloud-based mobile marketing platform is a great fit for Bon-Ton.
With a simple tap, RF:NFC enabled shoe, the shopper is immediately presented
with product availability and driving purchase decisions. "Can I find what
I'm looking for at this store?" and "If not, where can I find it?" are two
questions that mobile-savvy shoppers expect to have answered with their
smartphones. With Bon-Ton Stores proactively designing and providing this
information, the store makes it easy to connect their customers with the
products they desire.

"By using Verizon Terremark's Enterprise Cloud, Thinaire has the ability to
access unlimited computing resources during high-traffic seasons and scale
their environments according to user demand," said Verizon Terremark senior
vice president of Global Operations, Chris Drumgoole. "This flexibility allows
Thinaire to power its multi-channel mobile marketing campaigns with confidence
leveraging the economic benefits, speed and global reach only an
enterprise-grade cloud solution can offer."

Patrick Meyer, Chief Marketing Officer, Thinaire, said, "Delivering dynamic
product information through smartphones is just the beginning of the mobile
engagement experience. Allowing shoppers immediate visibility into product
availability makes the shopping experience more rewarding. The additional
benefit of receiving coupons and promotions further strengthens Bon-Ton's
relationship with each customer who walks into a Bon-Ton store and
taps.Shopping has never been so easy!"

* (Radio-Frequency: Near Field Communication protocol)

About Bon-Ton

The Bon-Ton Stores, Inc., with corporate headquarters in York, Pennsylvania
and Milwaukee, Wisconsin, operates 273 department stores, which includes 10
furniture galleries, in 25 states in the Northeast, Midwest and upper Great
Plains under the Bon-Ton, Bergner's, Boston Store, Carson's, Elder-Beerman,
Herberger's and Younkers nameplates. The Stores offer a broad assortment of
national and private brand fashion apparel and accessories for women, men and
children, as well as cosmetics and home furnishings. For further information,
please visit the investor relations section of the Company's website at Learn more at, and

About Thinaire®

Thinaire is the leader in RF engagement marketing solutions that US/Global
brands and marketers turn to: Sony, adidas, Unilever, Kraft, Verizon, Nine
West, Hershey's, et al. Thinaire has pioneered a scalable cloud-based
engagement marketing platform that enables brand messages to come to life on
mobile devices using NFC and other mobile on-ramps. Thinaire's platform
supports mobile engagement and activation initiating from multichannel media
forms, including: In-store media; magazines and publications; digital
place-based media networks; Out-of-Home media; special events; as well as
consumer interaction directly from product engagement decals. Thinaire's
platform is designed to deliver branded experiences and promotions that make
offline media digital, social, measurable and mobile enhancing consumer-brand
engagement, increasing activation and facilitating mobile transactions.
Thinaire is a Global Award Winning Finalist for industry pioneering for their
Kraft/Halls NFC enhanced Media For more information, visit

Press Contact:
Catherine Barton, Head of Strategic Marketing
Thinaire Transmedia Network, Inc.
400 Park Avenue - 6th Floor
New York, New York 10022

SOURCE Thinaire

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