This work investigates what potential there is in using check-in services via mobile phones as a marketing channel for cafes in Stockholm.
By analyzing marketing methods in social media and concepts such as viral and mobile marketing we define what marketing in location based services is and from there what marketing in check-in services is to establish in what ways cafes can utilize these types of services to increase their inflow of customers.
We have conducted interviews with persons from the industry to discuss our investigation from their perspective and have also conducted a focus group with students in the ages 20-25 who frequently use check-in services to find out incentives behind check ins and also strengths and weaknesses with existing check-in services.
The conclusions consists of motivations to why cafes would benefit from using check-in- services as a marketing channel, hands-on actions which cafes can perform today and what is required from the café to be able to perform such actions.