I read a great post by +SchneiderMike today on The Next Generation of Customer Loyalty. It got me thinking about all of the times when I’ve been checking into places and feeling like the business I was checking into was missing a huge opportunity. Here are some of the campaigns I’d like to see in location based marketing that would make it worthwhile for me to keep letting the world know where I am at any given time:

5. The neighbour. If you check in somewhere, wouldn’t it be great to find out what’s close by? For example, check in at the shoe store, get a discount on summer dresses from the shop across the street. Check in at the butcher, find out what deals they have on at the liquor store (What? My mind went straight to grilled streaks and red wine!). Supporting local is easier when you know where to go and programs like this will help customers connect the dots.

4. The world traveler. There are places I go to no matter where in the world I am. For example, I love Top Shop, but there aren’t any near me. I will never be the mayor of Top Shop, but I have been to Top Shops in crazy places. If I check in to chains in different cities, doesn’t that make me a loyal customer? In this example, I’m always ready to drop some serious coin, because there isn’t a store near me. How do brands take advantage of that? How do brands take advantage of the person who checks into Starbucks every weekday, even if it is in a different city each time?

3. The connector. Make your friends loyal customers. Are you the friend that always knows the best places to eat, drink and shop? I think you should be rewarded for introducing hotspots to your crew. I’d like to see a loyalty program that involves you checking in with a friend (tag them in your check in?). The next time your friend checks in to that location, you get some type of discount/prize/free something. Smart, right?

2. The zealot. Do you travel across town for your favorite espresso? How many coffee shops do you pass to get there? Going next door for cheap diner coffee is less loyal than passing 3 Starbucks and a handful of convenience stores. How can we reward customers for this type of behaviour without employing creepy big brother type tactics. I’m not sure, but I hope the coffee shop I go to across town figures this one out. 

1. The achiever. If I check in to the gym ten days in a row, I do not want to be rewarded with a free day at the gym. I want to be rewarded with a frozen yogurt, or a cookie or maybe even a personal training session. Don’t reward me with something I will already be doing, reward me with something I might like, or something I might be willing to pay for in the future if I see value in it. Also, if I check in to the gym ten days in a row, I think that’s an achievement, even if it’s nowhere near the juice monkey mayor of the gym. That guy is annoying and nobody likes him.