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Beacon-based Rewards App Shopkick Helped Drive 1.17M Store Visits On Black Friday

The big lesson: Retailers may want to keep the doors closed on Thanksgiving Day.

Shopkick's Cyriac Roeding
Shopkick’s Cyriac Roeding

Preliminary numbers for the kickoff of the holiday season this past weekend suggest that “clicks beat bricks,” but the combination of digital and physical shopping appears to have benefited merchants working with Shopkick, which helped drive 1.2 million verified store walk-ins during the evening of Thanksgiving through Black Friday.

About 103 million Americans used e-commerce over the four-day holiday weekend, slightly edging out the 102 million who shopped in physical stores that same period, according to a National Retail Federation survey conducted by Prosper Insights & Analytics.

While the 1.2 million walk-ins Shopkick helped lead through holiday retailers’ doors is but a fraction of that total activity, the Redwood, CA., beacon-based app rewards provider’s significant growth shows how the blending of “clicks and bricks” via mobile is influencing consumers’ purchasing plans.

“We reached 1.2M verified store walk-ins on Thursday night and Friday — it took us the entire first half year in 2011 to reach that number,” said CEO Cyriac Roeding, who founded Shopkick five years ago.

Kicking Off The Holiday Shopping Season

Of those walk-ins, 200,000,000 “kicks” — as the Shopkick’s beacon-activated app rewards are called — were earned by users on Black Friday alone. In addition, 73 percent of Shopkick users viewed products in the app before visiting a store, while 61 percent of the those consumers visited more than one Shopkick partner store.

Earlier this fall, Shopkick projected that its “Kicks” would help produce $800 million to $1 billion in sales for its retail and brand partners in 2015 — up from $1 billion in the previous four years combined. In all, Shopkick claims to have guided over 90 million store visits and 140 million direct product engagements from users scanning its products from among the aisles at stores.

“It means that Kicks work,” Roeding answered when asked how he interprets those numbers. “Shopkick users visit more stores because of the Kicks, the deals, and the many products shown in the app. The average Shopkick user had looked at 42 offers at home before they visited the stores on Black Friday, and a multiple of that in the days leading up to it.”

The other big trend may be that, generally, stores looking for mass shoppers may want to concentrate more of their brick-and-mortar energy on Black Friday, as opposed to the night of the Thanksgiving holiday.

Back To Black Friday

However, those catering mainly to Millennials may want to keep their options open, as they were the biggest group least likely to be discouraged from going to a store by “turkey dinner hangovers,” Shopkick’s stats suggest.

“There is a shift back from Thanksgiving Thursday to Black Friday again after the last two years of shifts towards Thursday,” Roeding said. “However, to reach younger Millennial demographics, Thanksgiving evening is important; and we also believe that Thanksgiving will become increasingly important for online sales. The 50” TV deal bought right from the dinner table after the turkey dinner is over.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.