Joel Warady

BrainTrust Query: Supercharged Checkins

August 9, 2010

FROM RETAILWIRE:
Location-based social networks are the latest fad to hit mobile phones. The concept has mobile phone owners using GPS to "checkin" to establishments, including restaurants and retail stores. What do you think of the potential of "checkins" tied to location-based social networks?      [more...]

The geolocation software opportunities are endless. It allows retailers and brands to take advantage of the gaming mentality that permeates a lot of our lives, and use this to further their brand message, and to make shopping more interesting.

But it is not enough to simply be a part of the platform. The quality of the engagement is what is most important, and most compelling to the end user. Ask people who use these check-in platforms; they don't simply want to be noticed that they are there, they want to be rewarded, and in fact be appreciated. The software allows consumers to be identified, what retailers do with this information is what is most important. To date, we have seen few retailers really take advantage of the opportunities that exist for them

Given time, we are certain that retailers will start to "get it," and will gain some great insights into customer loyalty and they adopt the strategies further.