There’s another neato geolocation player entering in the game very soon, and it’s easier for consumers to take advantage of the incentives merchants can set up. The standard has been for mobile app users to “check in” to receive perks and discounts, but Shopkick’s app works by subscribers simply walking through the door. Another added punch? They have forged some incentives with some partner stores and the model allows “kickbucks” to be used for Facebook credits and purchasing songs off Napster, to name a few. They’ve drummed up $15M in their recent round of financing and apparently Macy’s and Best Buy are interested in the potential; the latter hosted a preview in their San Francisco store, with more stores to follow soon. An Iphone app is poised to be ready by the end of August, with the Android app following shortly after.

Do you think apps like Foursquare have any need to be concerned? Moreover, do you think smaller or boutique merchants will get the hang of it? Even in my tech-savvy town of Boulder, Colorado, Foursquare has (sadly) only experienced luke-warm stickiness with them. Mobile users are running all over the city, checking in and rewarded with — silence. Why is that? My experience shows that some are *just* getting an idea of the power of Twitter and Facebook.