Geo-social company lets brands use technologies of their choosing on the backeend.
Foursquare has retail chains and agencies on its mind more than ever, as it announced a new merchant API today aimed at their interests. In a blog post, the location-based app company briefly described the upgrades to its Merchant API, which will now allow businesses to utilize their own technologies while creating Specials on the platform.
The blog reads: "It works like any API - you can build the tools that are right for you. So, for instance, without having to log on to foursquare.com, you can go to your existing business dashboard and edit your Specials."
While the details are scant, the New York-based company said local directory sites Yext, Patch, CityGrid, and YP.com - as well as pay-per-click software firm Clickable - are "integrating" Foursquare into their tool kits. As one possible example, it's plausible that the directories will allow local merchants to create Foursquare Specials on their businesses pages.
Meanwhile, Foursquare seems to still be missing a bigger monetization strategy as it evolves into a serious marketing platform. Yesterday, it began syndicating deals from LivingSocial, Gilt City, AT&T Interactive, BuyWithMe, and Zozi. Foursquare users - there are around 10 million now - will be targeted by their check-in histories, time of day, and current location. The effort is running in the U.S., U.K., Ireland, Canada, Australia, and New Zealand.
The share of sales revenue Foursquare will get from the aggregated deals - if any - hasn't been revealed. While the geo-social firm last month landed $50 million in funding, during the next several months, industry pundits will no doubt be watching for how it will attempt to create revenue streams.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET