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Shopkick app shows that enabling greater consumer interaction increases positive engagement
The Shopkick app's Facebook page shows that app upgrades that enable greater consumer interaction lead to positive engagement. On the other hand, as it is an app that depends on creating a sense of consumer inclusion, limited availability of offers and technical problems can alienate them as their ability to interact with the app is reduced.
Shopkick has recently launched a nationwide offer in the US in conjunction with the American retailer Best Buy. It also works with a number of other retailers such as Target, American Eagle and Macy’s. The Shopkick app rewards consumers with “kicks” for simply walking into specified stores. These can then be traded in for vouchers and gift cards at the stores. Shopkick has recently announced a new update and a feature that will enable Shopkick users to collect "kicks" by pointing their phone at selected commercials on the CW network.
Wavemetrix analysis demonstrates that Shopkick app users on Facebook respond more positively to the update and new TV commercial feature, as these increase and improve their ability to interact with the app. Problems with functionality caused by updates do, however, lead to negative consumer engagement. For posts about offers Facebook mainly acts as a centre for complaints about the app. Just like the Nespresso and H&M apps limited availability causes disgruntlement among consumers. In this case Shopkick offers that are only available in particular areas lead to consumer disenchantment as they question why Shopkick has not included them. However, the Best Buy offers are available nationwide, but technical glitches that diminish the user experience aggravate posters on Facebook.
App innovations are more positively received than offer information on the Shopkick Facebook page:
- Users respond well to the updates and innovations on the Shopkick App: The new feature that will allow consumers to gain “kicks” for watching a CW commercial and the new update are well received as they enhance the user experience and scope of the app. However, technical problems with the app’s update cause frustration among app users and result in disillusionment and negative feedback.
- Facebook acts mainly as a forum for complaints about offers: Users complain offers are not available in their area or that they do not work properly which leads to a sense of exclusion among Shopkick app users
Issues of availability and technical faults cause consumer dissatisfaction with the app:
- Consumers responding to offers from other retailers complain that they are not available in their area: Consumers are distressed that offers from retailers such as Target are not available in their locale which reflects the danger of targeting one set of consumers on a general Facebook page at the expense of others. However, while consumers responding to the new nationwide Best Buy offer are more positive on availability, they react negatively to any technical glitches which limit their ability to interact with the app and the Best Buy offer