As part of its overall loyalty programme, ExxonMobil plans to launch a pilot test of Shopkick, a smartphone app that awards consumers points just for entering a store. More points can then be earned by scanning a product's barcode or making purchases, and users can then exchange these points at any retailer that is part of the Shopkick alliance, which includes Home Depot, Target, Macy's, Toys R Us, Old Navy and Best Buy, as well as more than 30 large brands such as Gerber, Procter & Gamble, Revlon and Levi’s.
This move is intended to increase foot traffic and sales for ExxonMobil. According to Shopkick research, 44% of users said they had been to a specific retailer more often since downloading the app, while 53% said they had bought something that they had not planned to buy. In a presentation to marketers, ExxonMobil said that the average basket of purchases by a non-Shopkick consumer was worth $25, or $41 at top quartile stores, but Shopkick users’ baskets were worth $52.
ExxonMobil is encouraging marketers to solicit and sign up their dealer locations within a month or so. One pilot programme will launch in three markets with up to 425 ExxonMobil sites in New York City, Miami-Dade and the Washington, DC Metropolitan area. Further market tests are also planned and the programme will be promoted through a new digital and online strategy.
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