ShopLocal gives circulars a digital life

Retailers Canadian Tire, CVS, JCPenney, Michaels, Office Depot, OfficeMax, Save-A-Lot, Sports Authority, Staples, True Value and Walgreens are using an innovative marketing campaign aimed at making circulars digital on Facebook. Allfacebook.com reports that the retail marketing software, ShopLocal, allows Facebook users and customers to see the most relevant and personalized circular offering based on their location and demographic data. The suite includes a Deals Tab, Deals Widgets, targeted ads and Become a Fan’ widgets for third party websites.  Facebook users must ‘like’ the corporate page or agree to allow the retailer to view their basic details before the customization can take effect. The report notes that the JCPenney page already has 917,000 fans.

What benefits do you feel that retailers would have by implementing this technology?