Since its inception in 2009, foursquare has been one of the most popular check-in applications. By allowing users to share their whereabouts, as well as receive ratings, reviews and images of nearby restaurants, venues and shops, the app makes localization a reachable goal for merchants worldwide.
Helping organizations market to consumers on a more local level, foursquare recently announced two new interface updates: Local Updates and Promoted Updates.
Local Updates is a complimentary feature for all participating businesses. The tool was designed to allow consumers to view news updates, specials and offers from their favorite locations while in close proximity. If a consumer visits a specific location frequently, or if they “Like” a place on the app, they receive real-time updates
Retailers such as H&M and restaurants including Outback Steakhouse have adopted this new feature to share updates with foursquare’s network of more than 20 million users worldwide.
Additionally, foursquare has rolled out its first pilot ad platform, Promoted Updates, which was developed to help merchants tap into the app’s “Explore” algorithm. Through the offering, companies can push out the most relevant news, photos and specials to the right customers at the right time.
"With the launch of Promoted Updates, we believe we've created a suite of tools that will truly drive business and build loyalty for merchants,” said Steven Rosenblatt, Chief Revenue Officer of foursquare. “Business owners have been asking for these types of products for many years. We're on our way to helping them solve some of their biggest problems by delivering the right messages to the people who are most likely to love a business when they're nearby."
To date, more than 20 retailers and restaurants are participating in the pilot program, including Best Buy, Butter Lane Cupcakes, Gap, JCPenney, Old Navy and ‘wichcraft.
“Our previous partnership with foursquare — ‘The Mayor Eats For Free!’ — has been very successful with our most ardent fans competing to become their local ‘wichcraft Mayor,” explained Jeffrey Zurofsky, Co-Founder & Partner, ‘wichcraft. “Now with Promoted Updates, more of our customers can unlock special deals based on specific times of the day.”
Click here to learn more information about foursquare’s Local Updates and Promoted Updates.