Will Scully-Power

Beyond Foursquare: The Next Generation of Data in Customer Loyalty
October 7, 2010, 4:06 am
Filed under: #mktgcloud, Datarati, Social Media

Great article from Harvard Business Review on how the use of location data will potentially drive new customer loyalty programs….

Thanks to the emergence of location-based services such asFoursquareGowalla, and now Facebook Places, millions of users are recording their daily adventures and broadcasting digital breadcrumbs to their social graph. However, the brand value of a check-in on a location-based service is debatable, and its ROI unclear.

Many brands have been trying to find value in experimental promotions, mostly based on frequency of visit. Ben and Jerry’s offered three scoops of ice cream for three bucks (when it’s normally north of five dollars) and a free scoop for the mayor on Foursquare. The Gap offered 25% off of a purchase just for checking in. Best Buy teamed with Gowallato have users check in for a chance to win a free Eye-Fi card.

Full Story: http://blogs.hbr.org/cs/2010/10/beyond_foursquare_the_next_gen.html


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