Just Checking

22 06 2012

After I received my drivers license and became preoccupied with sowing the wild oats of a misspent youth, my parents still required me to check in. Of course, back then we did not have cell phones. It meant that I had to either use the phone at a friend’s house, or be sure to carry a dime with me.

You know. Pay phones. Those were the original mobile phones, because it meant you weren’t at home.

Today, “checking in” has an entirely new meaning, thanks first to the likes of Gowalla and FourSquare, and more recently Facebook and GetGlue. The social graph is alive with posts from our friends who are apparently living far more exciting lives than are we.

But now there’s another twist on the check in, one that involves shopping. Checkpoints is a mobile app that rewards users with points for checking in at stores and for examining products. Check in at the store as soon as you walk in, and then the app takes over, telling you specific products to seek out. Of course, we can cross-post to Facebook and Twitter, and rewards can be redeemed in a multitude of locations.

And if you are on the same wavelength as me, your initial response might be, “Oh my God, this is GENIUS!”

This is better than paid product placements. It is better than the new Tivo/Paypal point-and-click TV ads. Why? Because it puts products in your hands that you might not have otherwise ever given the time of day. You behold it. You scan it. You engage with it. And hopefully, you put it in your basket.

Checkpoints has been used primarily with new consumer product introductions, mostly because it is a great way to acquaint shoppers with something they may not have even heard about yet. It can be used with any product, though. As long as manufacturers are willing to pony up money to Checkpoints, any product can be featured.

The cynic in me, though, says that shoppers go to Target because they already have a shopping list, and do not have time to merrily waltz around the store scanning every item that Checkpoints tells them to find. The vulgar side of me says that shoppers may even be whoring themselves for the possibility of a free meal at Chili’s. I guess if you’re hungry you might do anything, but the last thing I want to do is go on a Checkpoints Scavenger hunt.

Still, for those who are willing to participate, it truly is a genius plan. Gaining product trial is a daunting task for marketers. Giving stuff away in sample sizes is costly. But enticing people to actively look for your product helps overcome some of those roadblocks. Maybe scanning the item results in an instant coupon, thereby giving instant gratification. Perhaps it causes you to add the item to your choice set for future consideration. Maybe you will one day purchase it.

For those without a smartphone, though, Checkpoints is a moot point. That leaves out 50-percent of the US population. You’re on your own, pal.

And while I seldom have time to just be entertained at the store, I think I am game for a test drive…all in the name of research, of course. Something tells me that this thing could take off, in spite of my naysaying. I’ll meet you over in Aisle 7.

Dr “By The Buy” Gerlich

Advertisements

Actions

Information

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




%d bloggers like this: