LocalResponse co-founder and CEO Nihal Mehta has been talking about the potential of using social data to target ads — after all, that’s what his company focuses on. Today we’ve got a specific example of what retailers can do with that data.
LocalResponse is partnering with ShopLocal, a company whose SmartCircular product helps retailers (including Target, Best Buy, and Home Depot) bring their print catalogs and advertising circulars online. Until now, SmartCircular has been a desktop-only product, but with the new partnership, it’s moving to mobile.
Specifically, LocalResponse says it will be now be able to combine its data with SmartCircular’s to deliver relevant ads to consumers when they’re actually in the store. So when LocalResponse detects that someone has checked into a store, it can dynamically generate an ad using up-to-date product information and offers (which can be redeemed at the checkout counter) from SmartCircular. The partnership will also allow retailers to deliver personalized offers on Twitter.
Kathy Leake, LocalResponse’s co-founder and president, says that the partnership should help retailers deliver more relevant ads, which in turn should “significantly increase in-store redemptions and purchases that may not have occurred otherwise.”
LocalResponse is a social advertising platform that aggregates public posts and ‘check-ins’ across multiple platforms to help brands and businesses identify intent and respond to it. Brands and agencies use LocalResponse to leverage real-time inventory for mobile activation. Local businesses use LocalResponse to manage their customer relationships through a self-serve web interface at http://www.localresponse.com
Founded in 1999, ShopLocal pioneered the use of the internet for driving in-store sales with online circulars. A leader in multi-channel marketing services, ShopLocal offers a complete suite of innovative digital solutions that connect advertisers and consumers — online and in-store. ShopLocal.com is a local comparison shopping site. Shoppers can browse ShopLocal.com and search online circulars, coupons and compare weekly ads from major retailers such as Best Buy, Target, Sears, JCPenney, Kohl’s, Kmart, CVS/Pharmacy, Jewel, Walgreens, etc. Shoppers can...