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The CW taps Shopkick to pair TV with mobileBy
SAN DIEGO – A shopkick executive at CTIA Enterprise & Applications 2011 said the company is working with The CW to offer the network’s viewers deals via mobile calls-to-action while they are watching their favorite shows.
During his keynote session, the executive also discussed how the future after the check-in is the checkout. Daniel Mattes, founder/CEO of Jumio, San Francisco and Eric Setton, founder and chief technology officer of Tango, San Francisco, were also keynote speakers.
“This holiday season, we will turn shopkick into a larger experience on television,” said Cyriac Roeding, cofounder/CEO of shopkick, Palo Alto, CA.
“You can watch the CW and have your shopkick app open during the commercial break for rewards and special deals,” he said.
According to Mr. Roeding, there will be a call out on TV to encourage users to open up their app.
The device’s microphones recognize a TV commercial when it is being watched when the shopkick app is open, per the executive.
Through the upcoming initiative, advertisers will be able to deliver special deals exclusively to The CW audience.
“The closer to the actual transaction, the bigger the opportunity,” Mr. Roeding said. “That’s why facilitating transactions in the physical world is really exciting.”
In addition to The CW partnership, Mr. Roeding said that marketers need to move past mobile check-ins and look at the future – the mobile checkout.
“The future, past the check-in is the check-out,” Mr. Roeding said. “There is clearly a big opportunity on the intersection of mobile, social and shopping.”
“The number one challenge for every physical retailer is driving foot traffic,” he said. “Foot traffic is so critical.”
Shopkick works with several retailers including, Best Buy, American Eagle Outfitters and Macy’s.
Earlier this year Best Buy ramped up its mobile game by expanding shopkick walk-in rewards to all of its 1,300 locations nationwide.
The company is rewarding consumers and offering exclusive deals just for stepping inside almost any of its locations.
Additionally, shopkick is partnered with Citi Ventures to drive in-store shopping at small businesses.
Recently, shopkick announced that Toys R Us will run a new pilot program this holiday season that rewards consumers just by stepping into its stores.
The pilot program will bring shopkick’s walk-in rewards and special deals to 100 select Toys R Us and Babies R Us stores in four markets including Chicago, Los Angeles, New York and San Francisco.
“Mobile retail services should do six things,” Mr. Roeding said. “Drive foot traffic, in-store experiences, close rate, loyalty and drive customer acquisition through viral expansion.”
Rimma Kats is staff reporter on Mobile Commerce Daily, New York
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