Publications - Home of MediaDailyNews, MEDIA and OMMA Magazines. Exclusive: Foursquare's New Partnership With PepsiCo Takes Focus Off of Places. Foursquare is partnering with PepsiCo and Safeway to launch a pilot program which could serve as the future of the company's business model--and as an answer to competitors Facebook Places and Gowalla. Today, the New York-based geo-location service will introduce a rewards platform built on top of Safeway's existing loyalty program. The platform enables users to link their Safeway loyalty accounts to Foursquare, and earn rewards from check-ins. It is designed to be scalable, which means any other national retailer--perhaps even Walmart--could link its existing loyalty program to Foursquare.
Foursquare has also designed a unique vehicle for check-in rewards that is far less linear and ephemeral than traditional location-based reward programs. "By connecting Foursquare to loyalty cards, it's seamless," says Tristan Walker, head of business development at Foursquare. The three-month pilot program will start at some 300 Vons stores in southern California (Vons is owned by Safeway).
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