Last week we talked a little about daily
check-ins and how they vary between retailers and eating
establishments. One thing that keeps making us raise an eyebrow as
we look over these check-in stats is the continued high-ranking of
Best Buy. The most recent figures we've seen on location-based apps
and their usage suggest that roughly (by which we mean really
roughly) 4% of the population is using them, likely not all on a
very regular basis. Places like Starbucks, Walmart, Target , etc.,
are likely to be places people go daily or weekly. How often do you
go to a Best Buy?
So if we take a limited part of the population (Foursquare
users) and segment that further by the users going to Best Buy, and
checking in, how do they wind up with 10,000 check-ins a week.
Consistently. Every Week?
Our hunch is that it has something to do with their 180,000
employees. Take Gary S., the mayor of Best Buy's corporate headquarters in
Richfield, M.N. He's checked in there 42 times in the last 60
days. Or Carl B., the mayor of the Best Buy on Moreland Avenue in
Atlanta. He's checked in on 25 of the last 60 days. Overall,
all-time check-ins at the headquarters total 10,957, by just 1,095
people, meaning the average person who checks in there does so 10
times. Likely not visitors, eh? We can see this happening at other
locations, too. The mayor of the Target branch on Queens Boulevard
in Elmhurst, N.Y., "Dashing D," has checked in on 32 of the last 60
This could easily have a chilling effect on check-ins. If the
idea is that the game drives check-ins, why even bother at a venue
where you know you'll never be able to keep up with employees who
are checking in every time they go to work? Will marketers need to
have check-in policies for their employees?
This could be an issue for marketers trying to drive traffic
with mayor specials.
At the same time, it's all the more reasons for marketers to
offer some sort of check-in incentive. Foursquare's working on
making that easier, by finally launching new tools for venue owners
and brands, but there is still a lot of manual labor on
Foursquare's end to make those partnerships work while they build
out automated tools, so don't expect a flood of new deals just
Without further ado, here's last week's leader board.
||CHECK-INS (PAST 7 DAYS)
||WEEK OVER WEEK CHANGE