Conde Nast's Epicurious Becomes First Media Brand to Leverage Beacons In Stores, Joins inMarket Mobile to Mortar™ Platform Award-Winning Digital Food Brand will Enhance Shopping Experience for Consumers, Brands
LOS ANGELES and NEW YORK, April 15, 2014 /PRNewswire/ -- Epicurious, the award winning digital food brand from Conde Nast, has joined the inMarket Mobile to Mortar™ (M2M) beacon platform to enhance the in-store shopping experience for consumers, brands and retailers. Through its popular Epicurious Recipes & Shopping List app, Epicurious will be the first media brand to offer hyper-local engagements to its advertising partners, while adding "digital concierge" benefits to real-world shopping for its users. The partnership cements inMarket's Mobile to Mortar™ Network as largest in the world, with over 30 million shoppers having at least one M2M beacon-aware app.
Mobile to Mortar™ enables phones to recognize immediate surroundings in "smart locations" and awaken content when shoppers need it -- adding shopping concierge value to the retail experience. The Mobile to Mortar™ Network is currently live in grocery and big box stores in major U.S. metro areas including Los Angeles, New York, San Francisco and Seattle. The platform launched in January as the first multi-retailer beacon network in the world. For more information on the inMarket Mobile to Mortar™ Network, please visit www.inmarket.com/mobiletomortar.
"Without a robust app ecosystem to interact with consumers, a beacon is just a watch battery attached to a radio. We don't sell radios. We power a platform that connects brands and shoppers when it matters. We've created the world's largest platform of shoppers in store -- regular people who use digital tools as part of real-world shopping -- and we're making the experience even better for them," said Todd Dipaola, CEO and co-founder of inMarket. "Finding and favoriting recipes is a top use-case for mobile shoppers, and Epicurious has been a market leader for over 15 years. Together, we'll reach shoppers at critical moments in the path-to-purchase, creating valuable engagements and improving the shopping experience."
Epicurious users can opt-in to receive reminders when they shop in "smart locations" that are outfitted with beacons.
"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."
inMarket launched in 2010 and has worked with over 100 top brands on in-store mobile campaigns. Earlier this month, inMarket launched the first beacon campaign for a CPG brand with McCormick's Zatarain's. Mobile to Mortar™ is the latest addition to inMarket's original mobile in-store marketing platform, which has driven millions of consumer product engagements in the aisles of 2 million stores for the past 4 years.
High-res images: inMarket Mobile to Mortar™ Press Pack
inMarket runs the world's largest mobile shopper marketing platform, reaching mobile consumers as they make purchasing decisions. By reaching the #1 buying demographic, also referred to as the "lost generation" by conventional media, inMarket's unique model delivers engagement when it matters most and dramatically lifts branded purchases. Clients such as Coca-Cola, Kraft, Levi's, Nestle, and Procter & Gamble have launched hundreds of in store campaigns with inMarket. inMarket was founded in Venice, CA by veteran entrepreneur brothers Todd and Mark Dipaola.
For more information about inMarket, please visit www.inMarket.com.
Epicurious, the most award-winning digital food brand, is published by Conde Nast, home to some of the world's most celebrated media brands. This venerable daily online food publication offers a wealth of original content on all aspects of food, entertaining, travel, cooking, food news, and drinking. The site also features close to 400,000 recipes in its database – 35,000 professionally tested and created recipes from celebrity chefs, premier food journalism brands, and renowned cookbook authors, as well as 350,000 member-submitted recipes. Epicurious reaches more than 22 million cross-platform users each month across their website, app, and social media channels.