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Foursquare app popular amongst consumer brands
Submit On: 10-05-2010

The use of location based mobile phone applications by retailers and consumer brands has been growing in popularity as consumer data becomes an integral part of the new ‘grounded’ consumer paradigm.

The application Foursquare has been around for some time but is gaining ground as brands such as Starbucks and Pepsi are using the application to draw in customers. Foursquare is a social application/game where members “check in” upon arriving at various locations to, thereby accumulating points. The points are then used to elect “mayors” of visited locations. Earlier this year Foursquare introduced a tool that lets businesses see who is checking into their locations. It lists data such as total number of check-ins, the male-to-female ratio, the top days and times Foursquare visitors come, and the top visitors.  

In the US PepsiCo gets a live notification when its customers are near to their retail stockists and can present offers that get them into the stores. When a Foursquare user comes within range of a Pepsi retailer, they are pushed an offer to enrol in the Pepsi rewards system. Once people are enrolled, whenever they check in at a store selling Pepsi, they will accumulate rewards points or badges that they can redeem for products or offers or donate toward charities.

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