Foursquare Eyes Retail Chains with Merchant API

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.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource