Vindigo Inc., the New York-based company that develops and markets city-navigation information for handheld devices, is now targeting ads with discount offers that appeal to users’ interests.
The software (also known as Vindigo) guides users to restaurants, bars and retail stores near their current location when they tap in the category they’re interested in. If someone taps in “steak restaurant in Midtown” on their Palm device screen, they not only see appearing on the screen a restaurant recommendation, reviews, price and quality ratings, its address, telephone number, cross streets and directions, but they also have the opting of tapping into “Specials” to see if there is a special offer for that restaurant listed.
For instance, the steak restaurant may display 10% off the bill. When the Vindigo user shows that offer on the Palm screen at the restaurant, they receive the discount. “In many ways, this is like a Yellow Pages approach, when someone is looking for a particular service, that’s when your ad is delivered,” said Dave Shankman, vice president of marketing. An ad for that restaurant may also appear on the screen.
The special offer program started last week. About 20 of Vindigo’s 6,000 retail partners are taking part in the six-week test in New York. Depending on results, the special-offer program will roll out to other markets. Users may also tap in their e-mail address if they wish to receive more information on a retail ad. “It’s the ultimate opt-in e-mail targeted list,” Shankman said. “When someone says they want information, they’re requesting information about your ad.”
Until now, a handful of national companies advertised with Vindigo. The special-offer service is the first featuring local retailers.
Vindigo has 50,000 users in New York who download the navigation software from Vindigo’s Web site into their handheld device. They may update the information as often as they wish.
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