How Hyperlocal Publishers Can Strengthen Relationships With Advertisers

One of the key takeaways from the Street Fight Summit in New York was that the future of local lies in partnerships. Forging relationships with local businesses is absolutely necessary for any hyperlocal publisher hoping for long-term success. The question that remains is how, exactly, publishers should go about strengthening the relationships they’ve built with small business advertisers and other organizations in their communities…

Case Study: Udi’s Pushes Targeted Messages Using Hyperlocal App

Getting customers to participate in Udi’s Food’s paper-based loyalty program was never a challenge for Angie Hoagland, director of brand development for the Colorado-based company. But as the years went by, it was the lack of data that Hoagland was able to collect from the punch card program that led her to start looking for mobile alternatives…

6 On-Demand Home Service Marketplaces

By going beyond basic business listings and customer reviews, and allowing consumers to actually schedule and pay for their home service providers online, hyperlocal vendors are closing the loop and converting more online prospects into paying customers. Here are six examples of hyperlocal marketplaces that consumers can use to research, reserve, and even pay for home service professionals…

How Early Stage Hyperlocals Can Determine Their Ideal Customers

Defining the ideal customer should be one of the first steps a startup takes during its earliest days, since the needs of that ideal customer will play a major role in the features and tools included in a particular hyperlocal platform. Here are five ways that early-stage hyperlocal startups can go about defining their ideal customers.

Case Study: Cosi Drives In-Store Visits With Mobile Campaign

Traditional media buys can generate brand awareness, but when it comes to driving foot traffic, it’s all about mobile. “The most important thing for us is to drive traffic to either increase visits from current customers or to bring new customers in,” says Marc Lapides, director of marketing at Cosi, the fast-casual restaurant chain with more than 100 locations in 16 states and the District of Columbia. “We really wanted to find a way to use mobile technologies to drive people into the store.”

6 Tools Restaurants Can Use to Fill Tables at the Last Minute

With one in five dinner reservations resulting in a no-show, according to some estimates, restaurant owners are always searching for low-cost ways to fill empty tables at the last-minute. Increasingly, these frustrated restaurateurs are turning to hyperlocal vendors for a solution. Utilizing a combination of geotargeted messaging and real-time inventory control, restaurants are able to incentivize would-be diners to come in and fill tables that would otherwise have remained empty. Here are six tools that restaurants can use to fill tables at the last minute…

How to Set a Pricing Structure for Your Hyperlocal Business

Most hyperlocal founders think the products they’ve developed are priceless. The small business owners they’re selling to, however, are likely to have a very different view. Deciding on a pricing structure is one of the most difficult challenges a hyperlocal business is likely to face in its earliest days. Here are six strategies for determining the right pricing structure as an early-stage startup from hyperlocal executives who’ve managed to crack the code…

7 Strategies For Measuring the ROI of Indoor Location Campaigns

Discounts. Shopping cart and cubes with percentNational retailers and CPG brands are willing to spend big on indoor location campaigns, but only when the platforms they’re using are providing an excellent return on their investments. As the industry continues to expand, vendors are being forced to get smarter about the ways they demonstrate ROI and sales lift. The more precisely an indoor platform can demonstrate its value on a per campaign basis, the easier it is to justify its price to skeptical corporate clients. Here are seven strategies for measuring the ROI of an indoor location campaign…

Case Study: Natural Food Chain Sees Steady Growth In Mobile Coupon Redemptions

One-in-five consumers has downloaded a supermarket app, and the majority of those consumers use their mobile apps at least twice a month. In an effort to get in on the trend, PCC Natural Markets, a health food co-op with nine locations in Washington, partnered with Chinook Book earlier this year on a mobile coupon app. “Print coupons are still very popular — we get a ton of them that come through our registers — but it’s inevitable that digital coupons will become more prominent,” says Tom Monahan, marketing manager at PCC.

5 Mobile Payment Platforms With Integrated Marketing Solutions

When a cashier swipes a customer’s credit card at a mobile point of sale terminal, he’s doing more than just processing a financial transaction. He’s transmitting data about who that customer is, what he’s buying, and when he’s buying it. Although this data has traditionally been closely guarded by legacy POS vendors, an increasing number of providers are opening up their doors and giving merchants a peek inside—using the data they gather through customer transactions to fuel integrated marketing programs for merchants…

Famous Footwear Integrates Mobile App With Digital Wallet, Rewards

As shoppers grow more accustomed to using their smartphones to research products and search for coupons while shopping in-store, retailers are being forced to introduce their own branded mobile apps just to keep up. Famous Footwear is one of the latest retailers to jump onboard, with a mobile app that integrates with the company’s rewards program and provides shoppers with features meant to improve the in-store shopping experience…

6 Tools Merchants Can Use to Clean Up Location Data

For 42% of adults, search engines have become the primary tool for finding local merchants and service providers. But what those consumers don’t always realize is that much of the information they’re finding can be incorrect or out of date. Here are six platforms helping merchants fight back by cleaning up their location data…

7 Strategies for Boosting Digital Coupon Conversions

More than 96 million U.S. adults will redeem a digital coupon this year, and nearly half of women ages 35 to 54 say they would like to receive mobile coupons via text. For merchants offering digital coupons, along with the hyperlocal vendors providing this technology, the question becomes how to boost conversions and drive as many coupon redemptions as possible. Here are seven strategies for boosting conversions with digital coupons, presented by experts in the field of digital deals and targeted promotions…

8 Strategies for Selling to Local Merchants as an Early Stage Hyperlocal

Selling to local merchants is a challenge in a post-Groupon world, where many small business owners have grown skeptical of the long-term value that digital marketing solutions can provide. Early stage hyperlocals without established track records have additional hurdles to overcome, as they struggle to prove themselves in a crowded marketplace. All these obstacles are forcing hyperlocal vendors to get creative with the way they target local merchants…

5 Local Data Aggregators for Hyperlocal Startups

For many founders of hyperlocal platforms, the ideas they’ve envisioned require access to local location data—and lots of it. Some of the most important background players in the hyperlocal ecosystem are the local data aggregators, which supply clients with the basic NAP (name, address, and phone number) identities of millions of businesses and points-of-interest worldwide. Here are five local data aggregators that hyperlocal vendors can use to power their local listings…

Case Study: Blimpie Closes the Loop With New Mobile Gaming App

“For a restaurant company like ours, millenials are hugely important,” says Steve Evans, vice president of marketing at Blimpie, the quick-serve restaurant with nearly 1,000 franchise locations. “They tend to be a huge customer base for years to come, and all the research that we’ve seen shows consumers make their brand choices — and their brand loyalty — early on in life. If you get people in their earlier years, they’re still open to change.”

5 Tools for Building a Community Marketplace

With their built-in audiences already in place, hyperlocal publications are able to easily overcome one of the biggest obstacles to getting a community marketplace off the ground. However, technical challenges still remain, and building a marketplace from scratch can be extraordinarily time consuming and expensive. Now, a handful of vendors are offering a solution, providing publishers with the tools they need to create custom marketplaces that can be up and running in a matter of days…

5 Tools Retailers Can Use to Create Indoor Maps

Mobile navigation apps can easily direct consumers to a business’ front door, but once shoppers step foot inside — where the real action takes place — they’re usually on their own. Now, a handful of indoor mapping vendors are using hyperlocal technology to help retailers, malls and other large venues take the next step in guiding customers through the purchase funnel, with tools for developing interior maps that can be used to direct shoppers toward specific aisles or locations within an establishment…

Case Study: Lowe’s Builds On Mobile Strategy With In-Store Item Locators

As consumers get savvier in the way they use mobile technology while shopping at brick-and-mortar stores, retailers are beginning to provide their own tools to combat the showrooming effect. For Lowe’s, that means offering mobile tools that shoppers can use to locate items in-store, scan barcodes, read product reviews, check out image galleries, and manage their own loyalty program accounts…

8 Strategies for Selling Cloud-Based POS Systems to SMBs

Cloud-based point-of-sale systems are an easy sell for vendors working with small businesses without existing mechanisms in place for handling transactions, but getting an established merchant who has already invested thousands of dollars in a legacy POS system to consider making the switch to mobile is a trickier proposition. So what is the secret to onboarding more merchants, including those who already have hardware POS systems in place? To find out, we spoke with several experts from the mPOS industry…