Foursquare is more noise than signal, with brands seeing little value in users' check-ins and users seeing little payback for firing up the application every time they reach a new location, Glenn Engler writes. The way forward, he argues, is to decrease friction by increasing automated check-in capabilities, and to blend Foursquare into existing loyalty programs to give retailers an incentive to offer more alluring rewards to users, he writes.

Related Summaries