I’m addicted to my iPhone and iPad. I admit it. I’ve been told more than once to put it down or leave it in the car. I’ve been obsessed with learning as much as possible about all of the useful social media apps and platforms, and how they function on traditional laptops versus smartphones and tablets. I’m constantly running my thumb down to find out the latest updates from my Facebook and Twitter feed. I’m also a Words With Friends master, if you dare challenge me (JabroniBeater81). I’m a news junkie, so that only makes matters worse.
Yet I still find myself only recently discovering the utility and value of some social networking platforms into which others have already tapped — in this case, Foursquare.
My first impression of Foursquare was just an app which allowed users to find local shops, restaurants and other venues within a certain radius, and to show off where they were, who they were with, and what they ate or bought. I downloaded the app months ago, but only recently established a login and password. I didn’t really see the benefit or perks of actively engaging Foursquare, other than checking in and showing off.
Spirit of competition
Foursquare offers the option to import contacts from your phone’s contact list, or your Facebook and Twitter accounts. It then sets up a rankings list based on points achieved from check-ins and badges. Competitive by nature, I did not want to remain on the bottom of the list, so I decided to give the check-in feature a shot.
Customer value
I went to the local mall this weekend hoping to find a good deal on a pair of brown dress shoes. I enter Macy’s and head toward the men’s shoe department. I spot a pair of brown Bostonian dress shoes, originally priced at $95. Being President’s Day weekend, they were marked down to $84.99. I ask a sales rep to bring me a pair of size 10 and 10 1/2. As I’m waiting, I break out my iPhone and attempt my first check-in at Macy’s.
Not only did I score some points for my first check-in, but also an additional 10% off my purchase. That brought my total price down from $95 to $76.49, plus tax (damn you, 7.75% California state tax). It also looks like these aren’t one-time only coupons either, as Foursquare states that these specials will be unlocked with every check-in.
Brand loyalty and customer retention
The discovery of potential offers and sales from merchants in the area prompted me to see what else I’ve been missing out on. Many places that I frequent, from restaurants (5 free wings, free appetizer with purchase of 2 entrees at Hooters) to my local boxing gym (1 free class for showing gym staff a check-in), offered some type of special or sale.
Another thing I noticed was how some brands were using Foursquare to develop customer loyalty and retention. Bucca di Beppo, an Italian restaurant with locations around the nation, offers deals based on repeated visits and check-ins.
Dark side of the moon
There are pros and cons to being a saving seeker, and sites like Foursquare are no exception. Deal seekers have been advised to refrain from making unnecessary or untimely purchases based on “deals.” As a Feb. 17 Business Insider article mentioned, but if advertised deals through platforms like Foursquare or Groupon aren’t time sensitive enough for you to remember to use them, you’re basically flushing money down the drain. Coupon-clippers may be enticed to make purchases on items they wouldn’t necessarily need, or spend money at establishments they would not normally visit, or have the funds to shell out, no matter how large the savings may seem to appear.
Just like they did with Groupon, I’m sure many businesses will hop on the online savings bandwagon, diluting the marketplace and the savings. Even though I know I’m behind the curve, right now I feel like I just discovered a secret, and once everyone else jumps on board, it won’t seem as cool, and the deals will become less desirable.
I’m happy, though. I saved money on shoes, and I learned about another social media platform that will help me understand how business will be conducted in the future. I’m not exactly sure if my Foursquare revelation will push me to visit businesses I’ve never been to, but I will certainly be checking in everywhere I go; if not to save some money, then definitely to reign atop my leaderboard. It also makes you think what else is out there. What other social media networking apps have been developed, and could potentially be one of the next big players? What will it take for people to take notice?
LUIS AGOSTINI 