Sports Authority Expands Shopkick Play Fourfold

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The Sports Authority is expanding its Shopkick program fourfold, while Toys "R" Us plans to test the retail-driven app this fall. Palo Alto, CA-based Shopkick announced the new developments today, while revealing usage data that may explain why it is reeling in big brands.

The one-year-old iPhone/Android app has 2.2 million users who have browsed more than 350 million items, such as product pages. According to Shopkick, they have utilized their smart phones to scan 7 million products with the app and have "favorited" more than 75,000 stores for its various partners. Fifty-nine percent of Shopkick users are women, while 85 percent are between the ages of 20 and 60 years old.

Since launching its pilot one year ago, The Sports Authority has seen foot traffic produced by the app rise by 350 percent when comparing the initial benchmark data vs. what it's currently seeing. The test ran in 104 stores in four metropolitan markets. Now, the program is being expanded to 470 locations nationwide.

Shopkick users are rewarded with specials when they walk into partner stores such as The Sports Authority. Indeed, while Foursquare has check-ins, Shopkick has "walk-ins." The app has gamification features like Foursquare and Scvngr, encouraging repeat visits to stores while earning game points. American Eagle Outfitters, Best Buy, Crate and Barrel, Macy's, Target, West Elm, HP, Intel, Kraft, Procter & Gamble, and Unilever are among the brands currently testing the GPS-enabled Shopkick app.

"We've also started to test Shopkick promotions with key brand vendors, and the early results are positive," said Jeff Schumacher, CMO of The Sports Authority in a statement. "Good ROI, a great partnership and exciting opportunities with our customers' favorite products - how could we NOT build that into all our store programs?"

Beginning in September, Toys "R" Us will offer walk-in rewards for a pilot running in Chicago, Los Angeles, New York, and San Francisco. Its sister brand, Babies "R" Us, will also participate in the four markets.