Local ID brings new capability to its local intelligence platform with launch of dynamic business listings

This article is brought to you by Retail Technology Review: Local ID brings new capability to its local intelligence platform with launch of dynamic business listings.

Local ID, a local intelligence platform that provides multi-unit brands with the tools to easily and efficiently discover, activate, record and measure local marketing efforts, has announced the integration of data on 24 million U.S. businesses into the Local ID platform.

The upgrade allows users to easily search the trade area around every store and identify local businesses for marketing, cross-promotion and sales opportunities. More robust than existing tools, Local ID's business listings allow users to find nearby businesses and major places based on industry, revenue and number of employees and provides the additional capability to overlay that information with relevant event, weather, demographic and psychographic data.

The new capability represents a significant upgrade from the static, rarely updated spreadsheets that have long been the industry standard for neighborhood canvassing. For example, a pizza chain looking for catering opportunities could easily find nearby offices with 250 or more employees, a high end women's clothing brand could quickly identify ad agencies, law offices and financial services firms with more than 50 employees, or a hotel chain looking to book rooms for corporate events and meetings could look for businesses with revenue above $20 million. Once identified, users can then use the Local ID platform to activate and record their marketing efforts to these businesses.

"Nearby businesses can be a valuable source for sales yet until now identifying these prospects has been a slow, largely manual and often pavement-pounding process," said Local ID founder and CEO Alex Nocifera. "By bringing comprehensive business listings into the Local ID platform we're enabling our customers to identify and filter these opportunities more effectively than previously possible. With just a few clicks, managers can virtually canvas their entire trade area and then take immediate action within the system."

The business listings data, which is sourced from partners Factual Data and Neustar, is regularly updated and includes address and contact information as well as headcount and revenue. The data is visualised on a map and can be cross-referenced and overlaid with other data in the Local ID platform including Nielsen PRIZM demographic data, Eventful event data and weather insights from Wunderground. Businesses can be viewed on a map, enabling more efficient outreach and users can plan, track and measure their local marketing efforts all from within the Local ID platform.

"From a local store marketing perspective, knowing the businesses around you is critical as they are a potential goldmine of sales, whether on an institutional level or as a staff favorite," said Susan Coert, Director of Marketing at Local ID client Pizza Studio, which has been testing the new business listings capability. "We've seen increased sales in targeting local businesses for catering opportunities and having this new functionality at our fingertips is a great addition to an already impressive system."

The Local ID technology platform is the first to solve at-scale local store marketing for large brick and mortar brands, creating a dynamic database of stores, people, opportunities and activities. With brick and mortar representing 94 percent of the $4.5 trillion retail sales market according to eMarketer, Local ID gives multi-unit brands an edge in capturing a larger share of this vast but extremely competitive market.