SOURCE: Krillion

February 05, 2007 06:00 ET

Krillion Launches First Actionable Local Search Engine

Unique Localization Technology Changes Way Ready-to-Buy Online Consumers Find Stores and Products

MOUNTAIN VIEW, CA -- (MARKET WIRE) -- February 5, 2007 --Krillion™ (, the leader in actionable local search, today unveiled its ground-breaking solution to the problem: why isn't search local today?

Despite the fact that 75% of those who buy big-ticket items do all their research online and make over 90% of their purchases offline, today's search engines typically are unable to find and deliver results pinpointing specific local stores with specific products.

Krillion solves this problem with its unique Krillion Localization Engine™ that scours the Web to find, integrate and present actionable local search results for the ready-to-buy consumer. As of today's launch, Krillion has over 275 million pages of relevant local search results displaying local product information for major appliances in over 40,000 U.S. cities and towns.

"Krillion delivers local search results that combine very specific product information with very specific locality information. These results truly are 'actionable' meaning that when consumers have completed their Internet research, they can grab their keys, hop into the car, drive to the store and buy the product," said Joel Toledano, co-founder and CEO of Krillion.

"We are delivering an inventory of search pages that have never before been available and we see this as a giant step forward for manufacturers, retailers and consumers," continued Toledano.

Category Focus: National Brands, National and Regional Retailers

Krillion delivers search results category-by-category and the first category to be covered is the $18 billion major appliance category: refrigerators, ovens, ranges, washers and dryers, and dishwashers. Moving forward, Krillion will deliver search results for additional categories such as consumer electronics, lawn and garden, seasonal appliances and others. Additionally, Krillion focuses on finding and delivering relevant search results for national brands that are sold by national and regional "big box" retailers. This focus enables Krillion to efficiently deliver usable search results for the majority of consumers.

"One of the historical challenges with local search, and online shopping in particular, is connecting Internet research with offline purchase behavior, which is where the majority of transactions occur," said Greg Sterling, principal, Sterling Market Intelligence. "By offering information about where to buy products locally, Krillion better serves consumers and further confirms that the future of online shopping is offline."

New Local Search Inventory for Advertisers

Krillion is also announcing today the immediate availability of millions of pages of local product advertising inventory, and customized analytics to measure the effectiveness of a Krillion-based campaign. Krillion expects to become the "last-mile" in a national ad campaign, linking the ready-to-buy consumer with the specific store where he or she can purchase the desired product. A click-to-call feature is available so consumers can quickly check on specific product inventory prior to visiting the store.

"Krillion's approach offers the opportunity to significantly redefine the ways in which brands engage with consumers at the local level. It's an innovative approach that will help drive growth in this market and better serve the needs of advertisers," said Torrence Boone, president, Digitas Boston.

Unlike many other local search providers, Krillion does not expect consumers to abandon or change their search habits. Consumers don't need to search directly on Krillion to find results by Krillion; instead consumers can search using their favorite search engine (Google, Yahoo!, etc.) and Krillion results will likely be displayed on those pages. Consumers then click to find Krillion for their local product and store information.

About Krillion

Krillion ( is the leader in actionable local search; local search that results in consumers taking action to buy. Krillion's mission is to transform the way ready-to-buy consumers find and buy national brands, locally. Based on its unique Krillion Localization Engine, Krillion search results are more accurate than any local search information available on the Internet. Krillion, founded in February 2006, is funded by Hummer Winblad Venture Partners.

Krillion™ and Krillion Localization Engine™ are trademarks of Krillion, Inc. All other product names and trademarks are the property of their respective owners.

Contact Information

  • Contacts:
    For Krillion:
    Julie McHenry
    Communication Insight, LLC
    Email Contact
    Sherry Thomas-Zon
    Krillion, Inc.
    Email Contact