That's a lot of competitors in the location-based social connections space, and an awful lot of competitors focused on friends finding each other around town.
CheckPoints will plot a different course, selling mobile access and connections with potential customers when those users are physically in stores.
If most check-in services today are aimed at younger users who most likely are single, CheckPoints is aimed at most other people who shop, including mothers who might be at Target or Wal-Mart.
Todd DiPaola, CheckPoints CEO, is pretty sure there are lots of practical things check-in services can provide, other than young people meeting each other.
Consider the $100 billion or so large consumer packaged goods companies spend to promote their brands and products using coupons and other activities. CheckPoints believes there is a major business for a “check in” app that actually can be used by major CPG brands to interact with consumers while those consumers are inside retail locations where their goods are sold.
Launching in mid-to-late September, CheckPoints will offer a campagin-based service that allows brands to connect in various ways with consumers inside retail outlets, using an application that includes a bar code reader. Swiping the reader automatically creates a check-in and then can trigger an immersive rich media session, a Facebook or Twitter connection or any other connection a CPG company can envision that includes a web address.
CheckPoints appears to be among the very-first firms to use social connections and location in a way that is directly of benefit to most large consumer products brands.
If a user goes to the grocery store, a check in occurs and CheckPoints alerts the user to participaing products in the store. Users don’t need to buy the product, and just need to scan the barcode of featured products.
Users get points or coupons that can be used to get goods ranging from airline miles to electronics.
The CheckPoints app awards points to consumers who check in at retail locations, scan product barcodes and play interactive games. Points can be redeemed in the CheckPoints Reward Store.
The system might be likened to a combinatiion loyalty program and point-of-presence marketing tool, with game or entertainment aspects.
For brands, the opportunity is to target and reach potential prospects while they are actually inside retail locations, in real time. From the CheckPoints perspective, what is attractive is that there is no need to strike deals with actual retailers, but only the brands themselves.
DiPaola says users can download the app and start using it right away, without creating more-detailed profiles. After users redeem rewards, they can share with friends to win additional points.
The company is self-financed at a level DiPaola says will allow it to reach critical mass without additional outside funding.
