Geolocation, Restaurants Go Together

Geolocation is bringing plenty of flexibility to restaurants to offer short-term deals to help drive traffic through the mobile channel, where patrons have a strong propensity to buy, Terry Johnston, spokesman for San Diego, Calif.-based LiveDeal, Inc., tells Mobile Marketing & Technology.

Geolocation and other mobile marketing strategies will be discussed at the MM&T Winter 2014 Mobile Payments Conference, Jan. 28-31 at the Miami Beach Convention Center. MM&T is working with media sponsor/partner JMR Worldwide, which is handling media and analyst relations for the event.

Johnston cites an xAd/Telmetrics Mobile Path-to-Purchase study showing that mobile is the only media used by half of mobile restaurant searchers (49 percent). Half of those surveyed say mobile devices are the most important media source for their restaurant research.

LiveDeal uses the HTML5 GeoLocation API. Right now it doesn’t take into account ranges. So the patron will see exclusive deals, ranking them in distance order.

LiveDeal offers restaurants control and flexibility to instantly publish customized offers whenever they wish to attract customers. Unlike Groupon or LivingSocial, customers don’t have to buy vouchers in advance. Instead, they select the deal they are interested in, lock it in, and then present the smartphone voucher at the restaurant, where they pay.

Johnston estimates that LiveDeal signed up 20 percent of San Diego restaurants in 2013, and hopes to have similar success in recently opened San Francisco. According to Johnston, San Francisco has the highest number of restaurants per capita in the U.S.

LiveDeal expects to open in Houston soon, and be in most other major U.S. cities by the end of the year, according to Johnston.

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