You knew it was going to happen: the check in service that checks in to all your check in services.
On a recent RetailWire query, the question was posed about the relevancy of location based services (LBS) and their potentials. Here are my comments.
Gowalla boasts that you'll "find inspiration to explore the world around you while picking up rewards." Similarly, Foursquare says that it's "a mobile application that makes cities easier to use and more interesting to explore. But are check-in services like these providing enough value to attract consumers?
The novelty is waning. We early adopters are playing with these things to see what the potential may be. BUT, do we represent a brand's best customers? Likely not.
The ideas these services put forth are exciting, but it is behavior that will turn into real dollars. Discounts are driving these things now, which is a step beyond the game mechanics. We have already seen discount fatigue on both sides of the offer equation (Groupon) so we will see innovation on the offer side. It's just good consumer marketing--new versions of Green Stamps and the Blue Light Special.
Shopkick's experiment with Macy's, Best Buy, Sports Authority and American Eagle makes lots of sense. Key retailers in key categories important to the lives of the masses. While it's not really consumer-centric, that's one to keep an eye on.
Facebook's combination of Deals and Places has the most potential to create real value for consumers. Facebook already is embedded in our engagement streams--the behavior exists as opposed to disrupting a visit to Target or Kroger with a cumbersome check in on an unfamiliar platform. Tap into that rich and deep stream of consumer data and craft truly relevant engagements and you got something sustainable.
Originally published on RetailWire: I'm the Mayor! So What? - Retail News.http://www.retailwire.com/discussions/sngl_discussion.cfm/14977
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