Home  › Media › Mobile
foursquare45

Foursquare Eyes Retail Chains with Merchant API

  |  July 13, 2011   |  Comments

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.

Tags:

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Christopher Heine

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...