Local.com Buys Krillion Take Two

I had a chance to briefly catch up with Heath Clarke and Raj Mohan of Local.com (after their Q1 earnings call) about their acquisition of Krillion and to a lesser degree the launch of deals site Spreebird.

The company intends to broaden Krillion’s capabilities and the number of product categories it can address. It will then potentially use the inventory data in a number of ways.

Clarke sees the data being presented on Local.com but also syndicated to the Local.com publisher network. The Krillion data can also be published as display advertising (with associated targeting) via Local’s Rovion property and major display networks.

By analogy here’s an example ad from Krillion running on Topix:

Discounted products will also potentially be integrated into Spreebird. Accordingly there are more ways that Local.com can use Krillion than I imagined when I learned that Local.com had bought the site this morning.

When I said to Clarke and Mohan that Krillion was an early leader but had more recently fallen behind, they agreed that product coverage was not as broad as it should/could be. But they argued that Krillion has an almost unique capacity to “normalize” products across retailers (match descriptions, SKUs, etc.), which the other local inventory providers apparently don’t share.

In the past six months eBay bought Milo, JiWire bought NearbyNow and now Krillion — the “incumbents.” Still independent are the “new guard”: Retailigence, Wishpond and Goodzer. There’s also LuckyLocal and perhaps a couple of others. And there’s Google of course.

Clearly there’s a fit between local services, stores, deals and products. We’ll have to see how thoughtful the integrations of Krillion’s data are across the Local.com properties.

As a final matter I also asked about mobile, which Local.com has been seemingly allergic to in the past. Apparently no longer; Clark said there would be a mobile app for Spreebird and that more mobile products would be coming from Local.com in the second half of the year.

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3 Responses to “Local.com Buys Krillion Take Two”

  1. Nick Steeves says at

    Great article Greg! Thanks for including Wishpond in the independent “new guard”. We will be rolling out some new products in the very near future. Send me an email if you would like first crack at the press releases. 

  2. Greg Sterling says at

    Please send me your announcements — yes.

  3. Nick Steeves says at

    Can you send me your email address? 

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