The deal matches ShopAdvisor’s shopping guide app users with Gravy’s ‘attendance verification’ tools.

      The Definition of Scale

      More recently, ShopAdvisor, fresh from its intricate alliance with RetailMeNot and Swirl on behalf of Elle magazine advertisers, which helped drive half-a-million store visits to brands such as Vince Camuto and Levi’s last year, acquired in-store analytics platform Retailigence.

      For ShopAdvisor, the goal is to move beyond the mall and connect the most important touchpoints that influence consumer behavior. And now that it has an added layer of attribution with the addition of Retailigence, the work with Gravy is intended to close the loop around the shopper journey.

      “About 80 percent of shoppers today employ their phone at one point in the product discovery or shopping experience,” said ShopAdvisors’ Papows. “It could be an in-store app or something like a wish list. It’s obviously much more useful when people are out and about and in the real world.”

      And since ShopAdvisor has millions of profiles based on the users who have downloaded its shopping app guide, if the company can add partners that can identify those users based on the places they go — as in Gravy’s ability to identify those app users when they’re in one of the venues it covers — ShopAdvisors’ marketer clients can achieve even greater levels of scale.

      “We have a larger number of profiles from people that don’t have the shop advisor app but are using an app in our partner network at various places,” Papows told GeoMarketing. “Whether it’s a news app, or a weather app, or an in-store loyalty program app or whatever. If I’m running a campaign for the Nike Store, as a hypothetical example, and it’s specifically in a New England region where there’s perhaps 64 stores, my ability to deliver the maximum number of qualified purchases to that doorstep goes up dramatically the more mobile signals I’m collecting and monitoring. Gravy.com has twelve and a half million global IDs. That’s the definition of scale.”

      GeoMarketing Article by David Kaplin

      a Concord-based company that develops marketing technology that targets shoppers on their mobile phones, has acquired Silicon Valley-based Retailigence.