The service, called ShopAlert, is launching with the backing of Hewlett-Packard, Kmart, JetBlue, SC Johnson, Kibbles 'n Bits and others. AT&T claims this is the first time a major operator in the U.S. is introducing such a program on a large scale.
ShopAlert, developed with Placecast, is currently available in Chicago, Los Angeles, New York and San Francisco. To get the service, consumers are directed to sign up at a dedicated site.
According to a release from AT&T, the messages "are enhanced with information such as weather, traffic, and local shopping area details to more effectively engage consumers."
To deploy the messages, ShopAlert employs what Placecast calls a "geo-fence" around a retail location, event or geographic area and sends messages when consumers are within the area. Alistair Goodman, CEO of Placecast, says the geo-fence can range in size from a few blocks to "several miles."
Those brands, however, aren't the first to use ShopAlerts. Placecast last year worked with The North Face to create geo-fences around stores, hiking areas, parks and locales that are popular with the brand's customers. In December, Google also launched a beta program in December in which offers by marketers could be geotargeted.