New GAP Online Campaign Integrates Foursquare

The GAP logo debacle aside, they've been killing on the location-based marketing forefront. Again, they up the ante and are now integrating "Add to Foursquare" buttons directly in their online ads.

When clicked, a GAP "To-Do" gets added to your Foursquare profile and enables a 30% discount on a single item. The ad is also location-aware as well, so consumers will be able to associate the To-Do to nearby stores.

To boot, GAP is donating $1 to a charity for every To-Do add.

Read more on Mashable.

Whe know location-based marketing is only going to continue to blow up as adoption rates for Foursquare and Facebook Places increase. AdAge and Trendrr compiled a list of the Top 10 retailer check-ins on Black Friday - the winner, Target with 17,872 check-ins.

Not only is the ROI on these location-based marketing programs direct, i.e. foot traffic, playing in this new, buzzworthy space is generating a lot of PR value that brands won't necessarily be able to reap as easily as these practices become more mainstream.

No better time than now to establish yourself as a progressive and innovative player in the social media space.

H&M's Virtual Dressing Room

H&M + Augmented Reality + Location-Based Marketing = AWESOME SAUCE.

It's only works at 10 stores in Manhattan. There could be opportunity for us to improve the concept and take it broader.

Read the whole story here.

Facebook Introduces "Deals" for Facebook Check-Ins

With 200 million mobile users, Facebook is going right for Foursquare and Gowalla's jugular with today's introduction of "Deals". Similar to Foursquare "Specials," when you check in somewhere with a deal, you can immediately redeem it by showing the cashier.

The service for retailers is completely FREE like Foursquare and Gowalla, but if the rumors are true and they're looking to start charging retailers to monetize, this could be their coup de grace.

The fashion retailers have already jumped on board:

GAP: A free pair of jeans to the first 10,000 check-ins.
American Eagle Outfitters: 20% off
H&M: 20% off
JCPenney: $10 off a $50 purchase

Interestingly, in lieu of discounts, some retailers are donating money to charities for every check in to help you feel good about your purchase:

REI: $1 to local conservation non-profit
The North Face: $1 to National Park Foundation
Starbucks: $1 to Conservation International

Read more about here.

Rue La La Claims 13% of Revenue Comes through mCommerce

Rue La La is basically a Gilt Groupe competitor. Different business model entirely, but still relevant to PacSun and more evidence supporting the value of mobile commerce.

Read more here.

Mobile to Drive More In-Store Purchases than Actual Salespeople During Holidays

More reason for PacSun to invest in mobile in 2011.

We've long known consumers' trust in online reviews and peer recommendations is at an all-time high. As the adoption rate for more powerful web-capable mobile devices like smartphones and iPads, increases, consumers will only rely more heavily on online sources for recommendations.

According to an Ogilvy executive recently said during a Mobile Marketing Webinar, "Mobile will drive more sales in-store than actual salespeople this holiday season as consumers turn to the mobile Web and applications to research products, read reviews and compare prices..."

Some impressive numbers from Steve Madden: "... more than 10.5 percent of his company's total Web traffic is coming from mobile devices, representing 250 percent growth over the past six months.

The footwear brand sold 7,856 products in that time frame via mobile, generating $520,866 revenue, with an average order price of $83.70."

Read the rest here - some good info about SMS, mobile sites, and apps as well.

American Eagle & Foursquare Partnership

American Eagle has partnered with Foursquare on a month-long promotion. Check-in at any American Eagle during the month of August and get 15% off your ENTIRE purchase.

After a trial run in NYC at 8 locations, they've rolled it out the entire country.

http://twitter.com/american_eagle/status/20485544848
http://foursquare.com/venue/5976379