Retail in Asia

In Shops

Linking customer loyalty with social networking

PepsiCo wants to sell to its customers whether they are near a grocery store, a restaurant or a petrol station. With a new partnership that weaves its loyalty programme into the location-based network Foursquare, the company gets a live notification when its customers are close to those sites, and can present offers that get them into stores.

Through smartphones that signal someone’s location, stores and brands like Starbucks, Tasti-D-Lite, Macy’s and Pepsi are getting live information about when and where people are shopping. Some companies are turning Foursquare into a virtual loyalty-card programme, while others are creating their own location applications, offering customers discounts or other rewards for shopping.