Home  › Media › Mobile
field-trip-map-naanstop

Google's Field Trip App Adds Deals From Scoutmob

  |  January 14, 2013   |  Comments

Scoutmob has partnered with Google's Niantic Labs in order to integrate its free mobile deals with Field Trip, letting people receive offers, discounts, and freebies from businesses nearby.

Scoutmob has partnered with Google's Niantic Labs in order to integrate its free mobile deals with Field Trip, letting people receive offers, discounts and freebies from businesses nearby.

Field Trip was released by Niantic Labs in September 2012. After installation, Field Trip runs in the background and exposes information without the need for searching or browsing. Field Trip users can set the type and number of alerts they want to receive. The app then automatically delivers information about a location when the phone comes within range. App users can see historical facts, architectural highlights, dining and entertainment options and other things that are "cool and unique."

At launch, Field Trip had an Offers & Deals tab powered by Google Offers. This deal replaces that content with Scoutmob's feed.

Scoutmob works directly with merchants to set up the service. It pushes deals to subscribers to the free service when they come within range. Users don’t have to buy a coupon or pay in advance; they simply show their phones to the merchant to receive the discount at the register.

"Most decisions you make locally are made impulsively. This reduces all the friction to the consumer. The consumer doesn't have to do anything except go to a business they see on the map," says Scoutmob co-founder Michael Tavani.

Scoutmob charges merchants a flat fee per redemption, usually around $2.00. It invoices merchants directly and collects the money from them.

"We realized we would have to drive in measurable customers. That was the only way to make money off local merchants," Tavani says.

Three-year-old Scoutmob has similar distribution deals in place with Foursquare and Foodspotting, and it's also available as a standalone Android app. It pays distribution partners a revenue share.

Tavani says that Niantic is using Scoutmob to understand how effective geo-fencing is for pushing information. "Everyone trying to figure out the future of push, how to get it out in front of people in different ways," he says. "There still needs to be a lot of testing of what's the right mix, what's the right balance."

Scoutmob is available for only a few major cities. The service depends on local editors to create content and local ad sales people in each location. "Local is not scalable," Tavani admits. "You need a heavy ground game. We can't have locally relevant information in San Francisco by writing here in Atlanta. You can't get the best businesses in San Francisco to work with you over a cell phone."

Scoutmob has raised $5 million and reports close to 2 million registered users. He adds: "Our consumer growth is scalable. We're trying to build a practical and pragmatic local business and hang around."

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

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

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.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs