ShopAdvisor Buys Retailigence to Marry Mobile With In-Store Shopping
Summary
But the company has expanded its focus to offer several products and services—such as native advertising tools and analysis of consumer purchasing habits—to retailers, brands, and media publishers. ShopAdvisor accomplishes this through location-based marketing, which utilizes the GPS on a user’s smartphone and small sensors installed in retail outlets that detect when a target consumer is nearby. With its purchase of Redwood City, CA-based Retailigence, ShopAdvisor gains the ability to track in real time the availability of those products across 200,000 physical stores, according to a press release. “As traditional online advertising becomes increasingly ineffective, publishers, brands, and retailers know they must shift their ad strategy so that it aligns with how consumers want to be engaged,” ShopAdvisor CEO Jeff Papows says in a release announcing the acquisition. It’s the right time to integrate these things as brands focus their spending on the mobile consumer, yet still recognizing the critical importance of brick-and-mortar commerce.” Papows joined ShopAdvisor in January, taking over for founding CEO Scott Cooper.
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