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Shopkick experiments: Create a Black Friday!!
The last event organized by Shopkick was the Black Friday #3 that became officially a Black Saturday! It was last week. Let’s analyze what happened during the Black Friday #2.
Why Shopkick decided to organized this experiment ?
To make an ordinary day a big shopping day for walk-ins, much like Black Friday. The Black Friday 2 experiment, which took place on February 24th of this year, offered up bigger and better rewards to walk-in customers across all stores partnered with Shopkick. Therefore, Shopkick offered about double the kicks to users for walking into any Shopkick Partner Alliance store, which the equivalent reward was still worth less than a dollar.
It worked and actually drove higher levels of foot traffic than Black Friday in November. It actually set a new record for walk-ins. Several retailers saw double-digit increases in walk-ins compared to the earlier Black Friday. Registered 7% more walk-ins from Shopkick users to partner stores on Feb 24th than on the original Black Friday in November. Compared to previous four Fridays in February, it was a 325% lift.
The plus for partenered stores : the challenge to get consumers into the store an ordinary working day. In fact, this Friday was a regular old day and not even really a true shopping day by most standards; with no big sales or extra incentives. It’s basically getting in-season shopping traffic during an out-of-season time period. And as the figures can demonstrate it, the foot traffic was definitely boosted.
The plus for Shopkick : Users will check more frequently in order to be aware of all the different events Shopkick is organizing. This event also proved to its partners the effect of the Shopkick network on the foot traffic into store. By boosting rewards at all locations on the same day and inducing many consumers go not just to one store but on shopping sprees, Shopkick succeed its experimentation.
Shopkick plans to continue this experimentation by using holiday tactics during normal, non-peak shopping days throughout the year.
Source : http://www.intomobile.com/2012/03/08/random-black-friday-2-hit-shopkick/
Shopkick and Causeworld
The folks who started the non-profit Causeworld wanted to find a way to raise money for charitable causes. So they put together a mobile app that provided a way to “bring the physical and virtual worlds of retail together. Causeworld is a mobile app by the makers of Shopkick which lets users check-in to stores to earn money to be used for donations.
Causeworld is a similar check-in application where users can only give their points to nonprofits. When Causeworld users went to the new for-profit version, Shopkick, the community grew to almost four times the size of Causeworld, and a sizable part of the users still decided to give their rewards to charities. Though a smaller percentage currently donate, the massive growth in users means that a greater number donate, making the aggregate contribution more charitable than under CauseWorld.
Shopkick is a good example of how the for-profit industry can sometimes make a greater social impact than the nonprofit world. Shopkick has created a more charitable community since it decided to ditch its charity business model and focus on giving users rewards with virtual currency for completing various check-in tasks at selected retailers, which can then be exchanged for products or used to give equivalently to a charity.
Here a few numbers on to compare CauseWorld to ShopKick in july 2011:
A carbon offsetting project:
- CauseWorld: 2,133 donations per month
- Shopkick: 2,673 donations per month
A charity to prevent child abuse:
- CauseWorld: 667 donations per month
- Shopkick: 1,257 donations per month
A breast cancer charity:
- CauseWorld: 533 donations per month
- Shopkick: 964 donations per month
Shopkick is one of the company that proves that combining charity and profit is more beneficial to all involved. Thanks to Shopkick, some charities received double the number of monthly donations.
However, Shopkick is forbidden from disclosing actual donation numbers, so there is no way to verify if the total dollar amount going to charity has increased but we know that users are giving more often.
Sources : http://www.triplepundit.com/2011/07/shopkick-spoonful-profit-helps-charity/
Shopkick Key Figures in April 2012
As of April, shopkick.com is 5 Years, 5 Months, 23 Days old
- IP address is 174.143.154.94
- Located at San Antonio, Texas, United States
- SEO score of 73.9%
- Shopkick value $8,731.00
- Ranked #82,575 on the world wide web (the lower the rank, the popular the website is)
- Average page load time to be 0.644 seconds (88% of sites are slower)
- PageRank of 6/10
- Alexa Traffic Global Rank: 98 487
- Shopkick growth:
- 18,093 unique visitors per day which produce a total of 39,805 page-views
- Time on site : between 2 and 3 minutes
- Google indexed 238 pages, Yahoo indexed 220 pages and Bing indexed 183 pages
- Shopkick regional traffic ranks:
- United-States: 37 128
- Turkey: 66 433
- United Kingdom: 85 541
- Audience demographics:
- Android app store
- Installs: 1 to 5 million
- Ratings: 55,202 (Average rating = 4.4/5)
- iTunes app store
- Ratings: 27953 (Average rating = 3/5)
Local Businesses Can Take Advantage of Shopkick Too
By definition, Shopkick is a mobile loyalty platform that rewards customers for shopping at participating stores. Therefore, this is a good opportunity for small-business owners established in 10 major cities, which include New York, Los Angeles, San Francisco, Chicago, Dallas, Houston, Seattle, Washington, D.C., Detroit and New Orleans, to boost foot traffic and encourage current customers to visit more frequently. However, Shopkick main interesting partners are mainly coffee shops, bakeries, restaurants and local clothing. Once a small business has been selected, Shopkick will handle the installation of its in-store signaling hardware and monitor the activity of participating users. Local merchants can sit back and relax, without having to worry about rotating special deals or tracking how many customers have checked-in. Merchants are expected to pay less than $100 for Shopkick’s in-store tracking hardware, along with a commission fee based on the points their customers earn and the number of transactions completed by shoppers with the app. Moreover, the big name partner companies, such as American Eagle and Best Buy, make the application successful {how do they make the app successful, or maybe you mean a different word than successful(maybe popular/well known)}. Therefore, local merchants don’t need to invest money in promoting the app or educating customers on how to use it.
Shopkick has eliminated the manual check-in that makes it easier for shoppers to participate in loyalty programs and earn points. Merchants are given plenty of latitude in creating the rewards and incentives they offer to Shopkick users, as well as the activities and tasks that customers can complete to earn points. At Sports Authority, for example, customers will often receive extra points for interacting with selected in-store displays and scanning barcodes on merchandise that the retailer is currently promoting. Smaller businesses that can’t afford to give away gift cards and 50 percent-off coupons can get creative with the incentives they offer. Coffee shops and bakeries can give away free cups of coffee or muffins. Clothing stores and other local retailers can reward Shopkick customers with sneak peaks of their latest merchandise and first-access to exclusive sales.
Source:
Shopkick Welcomed Andy Mooney to its Board of Directors
Shopkick has welcomed Andy Mooney, former Chairman of Disney Consumer Products and CMO of Nike, to its Board of Directors the 29th of March, joining Reid Hoffman (founder of LinkedIn and Greylock partner), and Matt Murphy (partner at Kleiner Perkins Caufield & Byers and manager of its iFund).
Andy Mooney Cyriac Roeding (Co-founder and CEO) Reid Hoffman Matt Murphy
Mooney was Chairman of Disney Consumer Products: he tripled the company’s retail from $12 billion to $36 billion, created a larger retail presence for Disney, and developed two of Disney’s largest franchises: Disney Princess and Fairies.
The following are some quotes from Andy Mooney talking about shopkick. Mooney developed famous advertising campaigns such as Just Do It,’ ‘Bo Knows’ with Bo Jackson, and many more.
- “Shopkick is out to revolutionize retailing. How many companies can claim that? The premise that drives Shopkick is that mobile technology can be the winning ingredient for offline retail, instead of a threat as it’s often painted,”
- “Shopkick’s success to-date with shoppers, retailers, and brands shows that they are doing it right. Combine that with their top investors Kleiner Perkins and Reid Hoffman, and you have an extremely potent mix.”
Therefore, Mooney will bring decades of experience in exactly the area where shopkick plays: the recreation and revolution of retail and brands. The match – in terms of innovation, vision, experience and passion – is exceptional. Shopkick predicts “more change in retail in the next 5 years than we’ve seen in the past 100, and adding a Board member of Andy’s experience to the team of experts we’ve built in-house will be invaluable in securing shopkick’s position right in the middle of the change.” Mooney’s guidance and advice will be invaluable to ShopKick as they try to expand and keep a already impressive consumer and advertiser base.
We will see with the time how Andy Mooney will contribute to increase shopkick presence and how consumers will earn more and more kicks.
For the moment, shopkick figures are :
– 3 million current active users,
– 5 million walk-ins,
– 12 million product scans,
– 1 billion in-app offer views,
– more than $110 million in-store revenue for partner retailers and brands in 2011
– over 40 global brands and 11 national retailers
Sources: http://www.pehub.com/143299/shopkick-adds-andy-mooney/
http://www.bizjournals.com/prnewswire/press_releases/2012/03/29/SF78678
Shopkick Partners with the CW Network
A New Way to Enhance Consumer Involvement
According to a survey of US smartphone users by the White Horse digital marketing firm done in May 2011 , only 8% of those aware of a location-based application believed that they could use them for saving in discounts and getting rewards. The shopkick platform has found the key to overcoming users’ reluctance to check in at a physical location: Simply get them to earn rewards for watching TV at home.
In a deal recently struck with the CW Network, shopkick will become the exclusive provider to the network of rewards delivery for some of the advertisers on its programs. Shopkick’s platform in stores works on audio recognition: the retailer sets up an audio signal that automatically unlocks a reward offer when he passes through the front door.
The same system can be used to recognize a signal delivered over a TV’s audio content. Users watching selected CW programs will get a reminder to open the shopkick app on their mobile phone before a commercial block airs. When the advertiser’s commercial plays, the app will “read” the audio signal and unlock an accompanying reward that the user can redeem on the next store visit.
What is the goal of this partnership? Often when you watch a commercial, you simply forget about it. With the apps, you have unlocked a deal that’s sitting in your shopkick app, and that could lead to higher conversion rates from TV spots than you had seen previously for a limited time period. The offers will be exclusively linked to the TV ads and not available to shopkick users who simply open the app in-store.
Moreover, the deal is a close demographic fit for the two partners. With shows like Gossip Girl the target audience for the CW Network is 18-34, while 49% of shopkick’s user base is 25-39. Fifity-five percent of shopkick users are female in distinct contrast to most location-based services, whose users are 80% male on average.
In addition to helping marketers bridge the gap between buying commercial time and ringing up in-store purchases, the CW/shopkick partnership may also offer marketers one more data point for measuring the true impact of their television advertising.
Link: http://chiefmarketer.com/mobile-targeting/shopkick-partners-cw-offer-mobile-deals-tv-ads
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