In 2012, long before location-based marketing became standard, we launched GeoKlubb — a platform designed to connect physical storefronts with digital social behavior. Our mission was simple: help brick-and-mortar businesses engage with their customers in real time, in the moment, right when they walked through the door.
As founder, product lead, and technical architect, I helped build GeoKlubb into a flexible solution that combined location services, NFC technology, and social media integration. The result was a unique platform that empowered businesses to offer timely deals, boost foot traffic, and gain viral visibility — all without requiring customers to download an app.
💡 What Problem Did GeoKlubb Solve?
Retailers were facing a growing challenge: how to stay relevant in a digital-first world, especially when competing with ecommerce. Meanwhile, people were increasingly engaging with brands via mobile and social platforms.
GeoKlubb solved this by giving physical stores the tools to:
- Detect check-ins through Facebook, Foursquare, Google+ (no app required)
- Trigger relevant offers and messages based on location and timing
- Empower customers to share offers to their social network, enabling viral reach
- Use NFC loyalty cards or QR codes to extend reach beyond smartphone-only users
It was a system that merged physical presence with digital marketing, at a time when most were still treating them as separate channels.
🧩 How It Worked
GeoKlubb offered two core modules:
📍 Location Services
Let customers check in at physical stores using existing platforms (Facebook, Foursquare, Google Latitude). Trigger targeted campaigns or discounts automatically, and track engagement in real time.
🔖 Tag Services
Reach users beyond social apps by integrating NFC cards or QR code tags. Customers could scan cards in-store to activate offers, receive updates, or join loyalty programs — making the experience more inclusive and more physical.
👤 Why It Was Different
- ✅ No app required – customers opted in using services they already used
- ✅ You owned the customer data, not the platform
- ✅ Cross-platform support (social check-ins + physical tags)
- ✅ Fast campaign setup, even across multiple locations
- ✅ Built-in virality – offers were shared via users’ Facebook walls
This wasn’t just push marketing — it was timely, location-aware, and user-activated communication that respected context and attention.
🏪 Who Used GeoKlubb?
GeoKlubb was used by retail chains, shopping centers, event organizers, and hospitality brands across Scandinavia. It helped them:
- Reward loyalty
- Increase walk-ins during off-peak hours
- Connect their physical space to digital marketing funnels
- Reduce marketing costs by leveraging user-driven promotion
🔍 Lessons Learned
GeoKlubb was a crash course in:
- Building location-aware, mobile-first web platforms
- Integrating with third-party APIs like Facebook check-ins
- Managing NFC and QR-based interactions at scale
- Understanding how physical behaviors and digital sharing patterns intertwine
Most importantly, it showed how digital tools can make real-world experiences richer, not just noisier.