One of the mega trends we see in 2010 and 2011 is the focus on “where you are” instead of “who you are.” As the smart phone becomes the preferred choice for people both young and old, “demographics” will become less important. Why? Because, smart phones are the window into the consumer’s pocket and those pockets are next to their wallets.
Companies like Pepsi are hopping on the “where you are” movement by piggy-backing and partnering with existing location-based social networks like FourSquare. But they don’t see FourSquare as a niche offering or a means for driving “engagement.” Pepsi sees platforms like FourSquare as a conduit for fostering loyalty.
Starting this summer, FourSquare users will be able to see all the retailers that sell Pepsi near them. While that sounds “cool” and is certainly engaging, the real magic comes from Pepsi knowing that their customers are close to a retailer and being able to offer them a custom offer specific to the retailer. This not only incents the customer, but also drives that all important foot traffic to the retailer. When consumers check into these retailers via FourSquare or the Pepsi Loot app (another location-based app), they’ll earn points that can be redeemed for tangible rewards. This is the foundation of what we call Social CRM at MARC USA. It’s about realizing that CRM takes place even before you have the customer’s information.
Pepsi has the first mover advantage, and that’s the type of game-changing idea that helps drive meaningful business results.
Read Full Article in NY Times
Read Full Article in Promo Magazine
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