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Mobile shopping app creates Black Friday results in February

March 14, 2012

A mobile shopping application that rewards consumers with points for visiting participating merchants recently announced the success of its Black Friday 2 experiment that produced double-digit gains for in-store foot traffic.

A mobile shopping application that rewards consumers with points for visiting participating merchants recently announced the success of its Black Friday 2 experiment that produced double-digit gains for in-store foot traffic.

The mobile app, Shopkick, can detect when a user is nearby or goes into a participating business. Users receive rewards, called “kicks,” from the retailers, which can be redeemed for in-store custom gift cards, song downloads, Facebook credit and donations to a variety of charitable causes.

Shopkick decided to try the experiment on February 24, exactly three months after Black Friday. The company wanted to see if it could replicate the high volume of sales and foot traffic on a non-peak day with the same tactics that draw big crowds in November. It offered double kicks for customers who walked into a participating vendor, such as American Eagle, Best Buy, Crate & Barrel, Toys “R” Us, Wet Seal and Macy’s.

Stores recognized a 7 percent increase in foot traffic on Black Friday 2, which translates to a 325 percent rise over the previous four Fridays. As retailers continue to leverage multichannel strategies as a sales tool, they could benefit from heightened transactions at the credit card terminal.

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