By now you know that Best Buy has rolled out Shopkick incentives nationwide. Depending on your point of view it is a big deal or just another shiny object temporarily distracting us from our actual job. Either way, you should know what Shopkick is and how the concept will effect consumer expectations.
Why do you put signs in the windows or overprint weekly circulars to stack near the entry way of your store?
Shopkick is the mobile version of this concept. Do you get that tingling feeling whenever someone walks into your store? Isn’t it magical that your advertising, branding, real estate, customer service, merchandising or secret sauce mix of all of them worked and a real life human being walks into YOUR store ready to buy something? What would you say to them if you could speak to them exactly at the moment they cross the threshold?
Shopkick can deliver a message to a persons mobile phone when they simply walk into your store. It is a passive version of other location-based services like Foursquare and Gowalla.
So far content is mostly promotion of currently running specials or specific discounts. This concept of shoppers being alerted to a businesses best deals and that of their competitors is growing. The ability to target a specific series of both offline and online behaviors ahead of entering the store will take this to the next level.
An example of where this would lead is Best Buy delivering an incentive to everyone who searches for “plasma tv” and then walks into Wal Mart. Or someone who walked into Nordstrom and then, within a certain time frame, searched for a shoe brand could be delivered content directly from a manufacturer at the place and time a consumer is making the buying decision.
Consumers will continue to share increasing amounts of personal information as long as it pays of in a better experience.
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