Lokata

Lokata operates as a platform for location-based marketing, targeting the Russian retail sector. Founded in 2012 by Zhanna Shalimova and Marcel Baltes, the company aimed to bridge the gap between online research and offline purchasing. The venture was established as a 50/50 joint venture between the German-based Bonial International Group, known for its shopping information services, and Fast Lane Ventures, an investment firm focused on adapting successful Western business models for the Russian market. This structure provided Lokata with both a proven IT platform and local market expertise from its inception.

The core of Lokata's business is a service that provides consumers with online and mobile access to information about nearby retail stores. Through its platform, users can browse digital product catalogs, view items available from participating retailers, and use search filters to find specific products, brands, or stores. A key feature was an alert system that notified users when a desired product was discounted, encouraging in-store traffic. For retailers, Lokata served as an advertising channel, allowing them to promote their goods and services directly to consumers actively planning their shopping trips. Revenue was generated by providing these promotional services to retailers.

The company's initial development was supported by a seed funding round on September 17, 2012, for an undisclosed amount from investors Headline and Bonial. However, recent public records from 2011 indicate the limited liability company is under a liquidation commission, suggesting a potential cessation of its primary operations.

Keywords: retail marketing, location-based services, online-to-offline commerce, digital circulars, consumer marketing, retail advertising, Russian retail, shopping information platform, mobile shopping, customer acquisition, Fast Lane Ventures, Bonial International Group, promotion platform, in-store traffic, local shopping, product discovery, discount alerts, O2O, retail tech, shopper marketing