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February 26 2018 • Issue 18:02:02

Mobile centricity and the retail experience

"We become their platform partner," Evje said, adding
that his company handles the heavy lifting. The service
even supports community–based loyalty programs. "It's a
community-wide platform," he said. "It really does shrink
the world."

Village Vesl uses location-based messaging, or "flags," to
link consumers and businesses, a concept that entered the
public consciousness in 2016 with the augmented reality
game Pokemon Go.

"Messaging is contextual and relevant," Evje said.
Businesses on the platform, for example, can leave flags
advertising deals at physical locations around town;
when an intended recipient approaches a relevant flag
the person's mobile device reveals the details, providing
context at a time and place that encourages a purchase
By Patti Murphy visit.

emands for mobile connectivity and instant Phil Nelson, Managing Member at Global Franchise
gratification are driving changes in retail- Consultants in Peachtree City, Ga., said solutions like
ing and payments. But these changes are not Village Vesl are ideally suited to small and midsize
D occurring in rapid succession. Stepping up the businesses that lack the money and infrastructures to
pace of change may require rethinking strategies to focus support sophisticated digital marketing initiatives. "A
more on localized adoption and improved leveraging of platform like this makes [digital marketing] user friendly
technology and social media platforms. for these business owners," Nelson said.

"We've seen local iterations from companies like Yelp. But Evje added, "It's a local service, branded for the local
these are all national and global companies trying to figure community, why wouldn't a local business want to be
out how to do things locally," said Bryon Evje, President involved?"
of mobile app and platform provider Village Vesl. "To do
local, you have to be local."
Contributed articles inside by:
Headquartered in Alpharetta, Ga., Village Vesl is a two-
year-old company that builds and supports mobile app Brandes Elitch ........................................................................................20
platforms for real-time, location-based marketing and
communications with a focus on local communities. It Steven Feldshuh ...................................................................................33
supports programs customized for three north Georgia O.B. Rawls IV ...........................................................................................35
communities. Its ambition: to license the service to Mike Massaro .........................................................................................36
entrepreneurs (like merchant services providers) in local
markets nationwide, who in turn market the app to local TOC on page 3
businesses (for small monthly fees) and provide it for free
to local consumers.

Continued on page 31