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How ShopAdvisor And Gravy Plan To Target Venue Patrons Before They Shop

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

The idea of connecting consumers along the purchase path can often be centered on two types of places: retail stores and concert and sports venues.

Being able to target consumers who have attended an entertainment venue when they’re near a certain type of retailer is the basis of the partnership between ShopAdvisor, the proximity-based shopping guide, and venue-attendee verification Gravy.

The deal calls for ShopAdvisor to integrate Gravy’s Location Verification Service, which includes its TruLife segments and AdmitOne attendance verification technologies. Adding Gravy’s solution to ShopAdvisor’s Intelligence Suite enables the companies to deliver “more contextually relevant content experiences with more geo-precision than ever,” the companies say.

Before Shoppers Shop

“Shopping and event attendance go hand in hand,” said Jeff Papows, CEO, ShopAdvisor. “By integrating our offerings, we are delivering a first-of-its-kind expanded location intelligence that engages consumers wherever they may be, in the way they want, with personalized content and offers. This is a powerful value proposition for media, brands and retailers who want to connect with consumers beyond traditional brick-and-mortar locations to events of all kinds where they can sell more products and deepen brand affinity with their customers.”

“We’re thrilled to partner with ShopAdvisor to deliver better shopping experiences for consumers and drive more mobile shoppers into stores,” said Jeff White, CEO, Gravy. “We’ve always known that event-engagement is a powerful consumer context-builder. Teaming with ShopAdvisor to enhance its already-proven content intelligence, proximity targeting and campaign attribution solutions just makes sense.”

The collaboration comes amid a period of expansion for both companies. Over the past year, Leesburg, VA-based Gravy has been building up its “local insights” platform, Gravy GOLD, with the goal of using contextual location to provide brands and publisher partners with better insight into present and future consumer behavior.

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.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.