Shopping application AisleBuyer is using location-based deals and offers to let brands and retailers specifically target consumers waiting in line.

Aislebuyer is adding location services to its mShop and mClerk applications, which are used by retailers and merchants. By using the mPromo platform, brands can push products directly in front of users.

“While AisleBuyer’s apps have given individual retailers the ability to set up offers and promotions for a while now, this has been purely at the discretion of the stores and has not offered brands and manufacturers the opportunity to get involved in opportunities that AisleBuyer’s platform provides,” said Andrew Paradise, founder/CEO of AisleBuyer, Boston.

“AisleBuyer mPromo offers a revolutionary way for brand manufacturers to target shoppers with products and offers delivered through their mobile devices to influence their decision-making processes while they are in the aisle,” he said.

Branding message
The mPower platform is the first initiative from AisleBuyer that lets brands and marketers directly place their products inside the company’s apps.

The goal of the new features is to help consumers comparison shop and find relevant other products while shopping.

According to research from market research company SymphonyIRI Group, 66 percent of all shopping decisions are made while in a store’s aisles.

The AisleBuyer apps let users scan products in-store to find the best prices. Using mPower, brands can promote their products to appear next to consumers’ recent scans.

The app also uses consumers’ past buying habits to target relevant deals at shoppers.

With the mPromo platform, retailers can store product inventories, including mobile coupons, catalogs and promotions.

“Consumers want the be assured they are getting the best deals on the products they love and if this can be done instantly at the point of decision, all the better,” Mr. Paradise said.

“Mobile shopping gives consumers the opportunity to research products while in the store and mPromo will give them the assurance that they are receiving the best deals, promotions and offers available to them with little to no effort for the shopper,” he said.

Mobile bargains
AisleBuyer launched the mClerk iPad app in September to let store associates help consumers shopping in-store (see story).

The company has also dabbled in the restaurant industry with a mobile ordering app that lets consumers view nearby restaurants and order food.

In-store shopping apps are a hot mobile retail trend, and 84 percent of mobile users with shopping apps are expected to use them this holiday season, according to a survey by Pricegrabber.

“In-store shopping applications open up communication between retailer and consumer at the most crucial time – while shoppers are in the store,” Mr. Paradise said.

“Shopping applications enhance the overall shopping experience, building customer loyalty and providing the retailer with a clear competitive advantage,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York