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Old Navy increases in-store traffic via mobile rewards strategy

November 10, 2011

Old Navy is using mobile to reward shoppers with deals and offers just by walking into store locations across the United States.

The company has partnered with shopkick on the mobile initiative. The shopkick wal-in rewards will be live in all of Old Navy’s nearly 1,000 U.S. locations.

“The partnership with Old Navy is significant not only for providing consumers with valuable mobile and walk-in rewards but it also marks the growth of our Partner Alliance,” said Doug Galen, chief revenue officer at shopkick, Palo Alto, CA.

“Old Navy serves the shopper that most benefits from shopkick – the busy mom who wants a mobile app that is easy to use and provides real value on products,” he said.

“Sixty percent of shopkick users are female and 40 percent are between 25 and 39 years old. In fact, the average shopkick user is 27 years old and has one child, so shopkick aligns quite nicely with Old Navy’s customer base.”

Old Navy offers on-trend apparel and basics for adults and children.

Last year, shopkick launched its mobile application that hands consumers high-value rewards, offers and exclusive deals at shopkick’s national retail partners simply for walking into stores and malls. Even more rewards can be earned for scanning partner brand products at over 250,000 stores nationwide.

To kick off, Old Navy is offering $10 off of a $40 purchase and 150 shopkick reward pointsfor the partnership’s first weekend – Nov. 10-13.

Shoppers can walk in to Old Navy stores and the shopkick app detects a shopkick signal, which is emitted from a device located in each participating store and picked up by a shopper’s phone’s microphone.

Old Navy then recognizes that the consumer is in-store and delivers rewards called “kicks,” which can be redeemed for in-store gift cards, song downloads, movie tickets, Facebook Credits and donations to 30 different causes and charities.

“Consumers love earning kicks,” Mr. Galen said. “They will literally drive across town to stores who carry kicks.

“We will help differentiate Old Navy and give people another great reason to come to Old Navy,” he said. “Through the new partnership, shopkick will help Old Navy drive foot traffic among current customers as well as potential new customers, offer another channel for Old Navy to share their latest product offerings with shoppers and reward shoppers for walking in.”

Other rewards
Old Navy is not the first retailer using shopkick.

American Eagle Outfitters, Best Buy, Crate and Barrel, Macy’s, Simon Property Group, The Sports Authority, Target, Toys R Us, west elm and The Wet Seal are also using the mobile application to drive in-store traffic.

“Old Navy is so excited about partnering with shopkick – in addition to providing a great exclusive offer – it has signs in stores, handouts in the bags of all purchases and is emailing and tweeting all about it,” Mr. Galen said.

“Old Navy customers are already shopping-savvy. Shopkick now offers them an easy, convenient way to engage with Old Navy’s arsenal of products and earn real value through deals, offers and rewards jut for stopping into a store,” he said.

“Mobile is at the heart of all of shopkick’s initiatives – shoppers like the power of mobile to provide contextually relevant info and love being rewarded for simply walking into their favorites stores. And retailers love the fact that we are helping drive more foot traffic into stores and more purchases.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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