Point Inside, makers of the innovative “Smart Map” Android and iPhone shopping center mapping and navigation apps, today announced the launch of its new indoor mobile advertising platform that provides the world’s first indoor location and pull-based advertising solution for mall-based retailers and brands.
Point Inside’s Smart Map application provides a fully interactive directory of the interiors of shopping malls, level by level, allowing users to find over 100,000 stores, kiosks, or restrooms in hundreds of the top North American malls across nearly every U.S. state and Canadian province. It can be described as the “Google maps for the inside world,” and as such, provides a unique mobile advertising opportunity for the brands and retailers located inside shopping malls.
The new mobile advertising platform is primarily pull-based, meaning the consumer initiates the query to view the ad based on their interest in a particular store or brand. Retailers benefit from highly-targeted, highly-relevant location-based advertising, and consumers can more easily find information on the events and promotions occurring from the brands and stores they like while they’re actually in the mall or the store itself.
A recent example of the new mobile ad platform in action was this past President’s Day Weekend, from 2/11-2/16, when Kate Spade New York ran a special promotion to Point Inside app users promoting; “Enjoy 40% off your entire purchase at our outlet shops. Show this offer in store to receive an additional 10% off.” Point Inside is targeting all levels of retailers, from large national chains — such as current promotions with Nordstrom and American Eagle — to mid-size and smaller chains such as Kate Spade, Takken’s Shoes, ROAD Apparel and Obadiah Salon, all of which already implementing Point Inside’s mobile ad-platform.
Point Inside, from its Smart Map app to its new mobile advertising platform, is definitely on to something. The Smart Map app is highly useful and engaging for users, and provides a perfect in for advertisers to capitalize on the user-base of the app itself. As users are in a mall, or before they even go, they can browse the interactive map of stores, click the ones they visit most often to see the latest deals, offers and coupons, and act on them in real-time.
The whole concept benefits all parties involved, and I think it has real potential. The key for Point Inside at this point will be expanding the user-base of its Android and iPhone applications, but as they do, it will only strengthen an already unique mobile advertising opportunity for indoor retailers and brands.