NearbyNow Rolling Out iPhone Apps for Publishers

On the success of its Lucky Magazine app, NearbyNow has built iPhone apps for Seventeen Magazine and Runners World (with others to come) that allow users to review apparel and purchase locally, using NearbyNow's inventory monitoring and verification. According to the press release:

Seventeen Fashion Finder will feature a variety of fashion and accessories that are teens' fall must-haves. The application allows teen girls to search by product: jeans, tops, bags and shoes; by trend: rocker, bo-ho, classic and girly or by price point. The application then checks availability and reserves any of the products in stores nearby. Seventeen Fashion Finder is the first mobile application targeted at the teen market that allows users to locate and reserve products in their local area.

The best way to illustrate how it works is with several screenshots of the Seventeen Magzine app:      

Picture 95

As I said this is the first of a number of apps that NearbyNow is developing for publishers. One of the other things that is reportedly happening, according to NearbyNow CEO Scott Dunlap, is that sharing among mobile users is driving additional volume. Dunlap told me in an email: 

In the App next to every product image is a button that allows you to e-mail to a friend. The e-mail response also includes a button that says “find local." This means that any recipient of the e-mail can find the closest store next to THEM that has the product, even if they don’t have an iPhone. We’re already seeing this as driving substantial traffic.

As Dunlap has pointed out in the past (it's worth repeating): "iPhone shoppers are 17x more likely to click find local than buy online."

What NearbyNow is doing with publishers is bringing them a new engagement and advertising platform that extends the reach of their brands and advertisers to demographically desirable audiences.