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ShopAdvisor Adds In-Mall Targeting To Mobiquity’s Beacon Network

Marketers working with both companies will be able to send notifications to consumers at over 200 US shopping centers.

Mall-based beacon provider Mobiquity Networks has teamed up with retail guide app developer ShopAdvisor in a partnership that will allow their clients to send proximity-triggered offers to consumers’ phones.

The agreement connects the 220 malls that have installed Mobiquity’s beacons with ShopAdvisor’s nearly two million mobile app users. Businesses will be able to use the two platforms to issue push notififications to opted-in shoppers who might be interested in products as they browse around retail complexes. ShopAdvisor says it can target shoppers with enhanced accuracy as well as access more specific data about a consumer’s in-mall activity.

Mobiquity Network's Jim Meckley
Mobiquity Network’s Jim Meckley

A subsidiary of Mobiquity Technologies, Mobiquity Networks has its beacon SDK installed in the common areas of malls. The Garden City, NJ-based company’s devices do not interfere or connect to any in-store beacons that mall retailers like Macy’s, which usesShopkick’s beacon technology for instance, may have set up, notes Jim Meckley, Mobiquity Networks’ CMO.

Expanding In-Mall Horizons

“We’ve taken a different approach than most in the [beacon] market,” says Meckley of the company’s mall-focused approach. “We have exclusive rights in the common areas of the malls we operate in so that no one else can use beacons in the [common areas of] those malls.”

Retailers and brands can “come in and take advantage of that service through their own app or through a third party app,” he adds.

Mobiquity Networks has been looking to grow is ecosystem of partners to give mall marketers a more effective reach to consumers, Meckley says, which is where its deal with ShopAdvisor comes in.

ShopAdvisor,wants to “marry purchase intent and shopper profile interest to retailer’s offers,” says Lior Nir, the company’s COO and business development head. The Concord, MA-based company has built a “Big Data” platform across some 16,000 stores in the U.S, Nir says. ShopAdvisor manages that consumer data at their points of discovery in two ways.

Catching — And Retaining — A Consumer’s Interest

“We use our branded apps and website to discover and interact with products,” Nir says. “And we also partner with more than 30 major magazine titles like Cosmopolitan, Elle, Men’s Health, and Marie Claire.”

If a ShopAdvisor user is browsing digital content on one of its publisher partner’s sites and finds something that strikes her eye, she can direct the app to that page for more information about the product. The user can also purchase an item seen in ShopAdvisor’s publisher network through app or be guided to find the merchandise at a nearby location.

ShopAdvisor's Mobile App
ShopAdvisor’s Mobile App

Through its geo-fencing abilities, the ShopAdvisor tool can also ping her later if she happens to be within a certain radius of a store that is offering the flagged product (provided she is opted in to receive location-based offers). The app’s settings also allow users to be told of related items that may be of interest.

Data-Building With Beacons  

Working with Mobiquity’s network should also sharpen the accuracy of its geo-fences, Nir says. ShopAdvisor can collect consumer data based on their mall activity as measured by Mobiquity’s beacons and ultimately track a consumer’s journey from when they first noticed a product in a magazine to when they bought it after a beacon-triggered alert in a mall shop.

“With the beacons we can target users and then [assess] that the users went to the mall and measure if the user actually went to a [recommended] store,” Nir says. “We can provide retailer attribution from early impression all the way to engagement and what they did with the offer, how long it took, and so on.”

As it looks to deepen engagement and provide more relevant, real-time alerts to consumers, Nir says that ShopAdvisor is committed to identifying consumer preferences and to building intelligent data around it. Beacons in their targeting and tracking ability, as well as their privacy-conscious, opt-in nature, are playing a necessary part in that solution.

“We want to capture user interest and provide contextualized information to the user at the right time,” Nir says. “Back in the e-commerce days, you could use cookies to profile the user and target them. But with mobile in a mall, that just doesn’t work.”