Online local media company Local.com has acquired Krillion, which supplies local shopping information on products (including in-store availability, comparison pricing, discounts and images) from over 50,000 local retailers.
Krillion aggregates and matches consumer product information from multiple retailer websites and data feeds to create its index. Local.com will use the Krillion’s product, pricing and discounts data on Local.com and in future retail vertical. The company will also syndicate the shopping data to its Network business unit (which includes 1,400 regional media publishers’ websites) and use the geo-targeted local interactive shopping data in rich media ads (through its Rovion platform). Finally, Local will also integrate retail-time discounts from retailers onto its Spreebird daily deals site (launched today).
“Local product search is a natural fit for our business model and our key ‘soccer mom’ demographic,” said Raj Mohan, Local.com senior vice president and general manager, owned & operated. “Krillion provides us with highly valuable local shopping content that we intend to deploy across our business in order to differentiate our various products to our end users, customers and business partners.” According to Forrester Research nearly half of retail sales are “web-influenced,” and these web-influenced retail sales are expected to reach $1.2 trillion by the end of 2012.