How retailers will beat Amazon and Ebay with geofencing
Krillion by Local now powers local-shopping experiences for apps, brands and retailers. Krillion provides apps with real-time access to data on products, pricing and in-store availability at popular retailers, including Best Buy, Sears, Target and Wal-Mart.
Local also demoed some cool products at the Seimer Summit this week in Santa Monica, Calif. "Geofencing" technology allows brands and retailers to message consumers with offers that incorporate real-time product data when they come within a certain distance of a store. "Ambient data" feeds allow retailers to place store hours and location information next to product-related YouTube videos.
"Krillion's dynamic data feeds enable advertising and app data to be delivered in highly personalized ways," says Local CEO Fred Thiel. "Marketers can reach targeted consumers based on where they happen to be, where they are going and what products they have been researching."
Investing in APIs is strategically important for Local. The Krillion API allows them to work with large corporations willing to subscribe to expensive data feeds. Local previously focused more on selling advertising packages to small and medium-sized business. Also, more than half of Local's revenue comes from partnerships with Yahoo and Google, so Local is now able to diversify its revenue and reduce dependence on those two tech giants.
The Krillion by Local's developer site gives a broad overview of what is possible with Local's APIs.
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"Local mobile marketing has tremendous potential for businesses that are trying to break free from the traps of old marketing methods. Geofencing offers one option for businesses to consider. Geofencing allows a business to use the GPS in someone’s phone to locate them. This could come in the form of a text message, a mobile advertisement or other notification."