Macy’s and Shopkick Introduce a New Development

by Mercator Advisory Group 0

Macy’s is expanding its partnership with loyalty provider Shopkick, enabling Shopkick’s audio signal that is transmitted to mobile devices to originate from the stores’ Mood Media audio systems.

Shopkick provides loyalty points, called “kicks,” for simply visiting a retailer’s location, and these points can be redeemed for in-store gift cards, digital song downloads, Facebook Credits and more.

Shopkick is designed around the belief that the purpose of in-store retail is due for a change. According to Doug Galen, Chief Revenue Officer of Shopkick:

“We believe that the next five years are going to produce as much change in retail as the last 100 years. The role of a store is completely changing. Shoppers no longer need stores to be warehouses with shelves and items that they can throw into a basket; they have Amazon for that. The consumer now expects more from bricks-and-mortar stores, so they need to either change the whole approach to retailing now or it’s too late. Through the power of the smartphone retailers can make that experience in the store a better, more valuable one for shoppers, and that’s where shopkick comes in.”

Shopkick’s mobile application has been available since August 2010, and Macy’s was its first partner. Other partners include Target, Best Buy, Old Navy, and Toys R Us. Since the start of 2012, more than 3 million shoppers have received kicks.

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