A Sports Authority Black Friday promotion offering $500 gift cards to 20 randomly selected customers checking in at its stores via location-based Foursquare boosted foot traffic and increased its social media customer engagement, according to the retailer.
"We saw a lift anywhere from five times to 20 times for the number of check-ins," said Clay Cowan, vice president of e-commerce for Sports Authority. "Every metric of engagement that we tracked went through the roof. Whether it was Twitter posting, Foursquare check-ins, Facebook friend adds and comments…we saw increases." Cowan was quoted in several published reports.
On Foursquare, Sports Authority had approximately 400 followers before the Black Friday promotion, and it now has nearly 4,500. The retailer has been testing Foursquare and other location-based social media platforms since late spring.