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Local Corp. has branched out in several directions in an effort to leverage its local platform. It has recently acquired Krillion (retail and product search) and Rovion (rich media platform and integration). Another major effort is its development of Spreebird, a deals company being built on top of its acquisition of Southern California’s Screamin’ Deals.

Spreebird has been mostly differentiated in the deals space by its profit share with local schools or charities. Users can designate which school or charity they want to designate 10 percent of the deal’s net proceeds for. To date, $650,000 has been donated, or 10 percent of its net profits.

The site, after roughly six months, has now unveiled a new look that gives it a stronger visual ID that is more feminine (more than 80 percent of its users are female). The site has also revealed a new tagline: “Shop Smarter. Make a Difference.”

Senior VP Malcolm Lewis tells us that the site is really focused on providing a better shopping experience, and isn’t limiting itself to typical deals entitles such as restaurant and spa deals. A recent deal, for instance, sold several hundred sets of bath towels and bedding, he noted.

Deals are being highly targeted based on a number of algorithms for location, purchaser history and the popularity of the deals category. The algorithm will recognize buying patterns, he said.

Spreebird is also set to move beyond deals, which is just one of six promotional categories that he envisions (but won’t reveal). The site is also very mobile-centric, with a “significant percentage” looking up deals via daily alert emails and mobile browser, although the percentage actually buying from mobile is much smaller.

In all, Lewis envisions that Spreebird isn’t trying to be a generic deals site. He thinks the site could compete as a strong premium niche, “like Volvo.”

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