Checking Out Check-in Marketing

Fourquare takes advantage of our competitive natures; more than wanting to be mayor, I don’t want someone else to trump me. New platforms and technologies are tapping into another weakness–our desire for deals. Shopkick in particular has developed a model that has equal parts discounted rates and convenience, so it’s hard to see a downside for retailers to get involved. According to Business Insider, retailers only pay Shopkick when consumers actually enter a store. For retailers the ability to drive foot traffic with a mobile app is pretty great.  Here’s a break down of the model:

• Users initiate the app and can either check into a nearby store (much like Foursquare) or they can earn more points if they actually enter a store.
• This is tracked by technology that pings a cell phone.
• Once inside a store, consumers can earn additional points by scanning certain merchandise or other actions like trying on clothes.
• Once a certain number of points are earned, consumers can trade them in for gift cards or Facebook credits.

Technology like this does two things for marketers. One, there is a solid, undeniable connection between digital and in-store behavior that can be tracked. Secondly, its encourages foot traffic, which is always desirable for retailers with merchandise that needs to be tried on/ touched/ experienced.

How would you use this technology? Do you see value in check-in marketing?