Condé Nast is the latest big name to get behind iBeacon technology, today announcing a partnership with mobile marketing start-up inMarket to bring iBeacon functionality to one of its flagship mobile products, the Epicurious Recipes & Shopping List app.
We’ve heard from inMarket before. Earlier this month, the company launched the world’s first in-store iBeacon campaign for a CPG brand in partnership with McCormick’s Zatarain’s brand. Prior to that, inMarket announced a large-scale iBeacon rollout to over 200 grocery stores, with plans to be in 10,000 locations by year’s end. The addition of big-name publishing partners like Condé Nast cement inMarket as a major player in the field. It’s Mobile to Mortar™ (M2M) platform is now the largest iBeacon-powered platform for retailers, brands, and apps in the world, with a reach of over 30 million shoppers.
Epicurious will leverage inMarket’s platform to provide hyper-local, contextual reach to its advertising partners while providing more meaningful, relevant content to its user base. Leveraging iBeacon, the app will be able to send users useful reminders and offers for items on their shopping list or favorited recipes as they walk down the aisle, providing a concierge-like experience to shoppers.
“Millions of people use the Epicurious app when they’re shopping to look for recipe ideas or to check out ingredients they need with our Shopping List tool,” said Carolyn Kremins, SVP and GM, Epicurious. “With inMarket, we can enhance the in-store experience with highly relevant content and offers, while also creating a new opportunity for our advertising partners. There is tremendous value in getting the right content in front of the right consumers at the right time.”
Major buy-in on the media publishing side is great news for those pushing for iBeacon’s mainstream adoption. With major brands and publishers on its side, inMarket’s Mobile to Mortar™ Platform appears to have the stakeholder support it needs to push iBeacon forward in a meaningful way.