Location-based data helps brands offer more relevant and engaging user experiences for applications in travel and fitness

Some consumers feel uneasy about sharing information like locations with services and applications they use. However, brands are trying to assuage people's hesitations by using this data to create value-added offerings for users and improve their overall experience. PSFK researchers looked at three companies that are providing consumers with additional services or products in exchange for their ongoing sharing of data:

NikeUnlocks
Nike is weaving together its Nike Run Club and Nike Training Club apps with the commerce-centric Nike app to create one experience called Nike Unlocks for NikePlus members. By accomplishing goals in the NRC and NTC apps, such as reaching new running milestones and completing new workout routine, NikePlus members receive offers from partner Apple Music, the Headspace meditation app and ClassPass studio-fitness membership program.

KLM
Netherlands-based airline KLM developed the KLM Care Tag, an audio luggage tag equipped with a GPS that provides travelers with tips and tricks for getting around Amsterdam. Using GPS coordinates, the tag automatically provides audio tips when in a certain location. The tag also provides friendly safety reminders, like reminding users to lock their bike or warning of traffic at busy intersections.

United Airlines
United Airlines launched mobile bag tracking within its app, and through listening to feedback and monitoring the launch of the feature, aims to provide customers with a satisfying experience and learn from past launches across similar applications. United Airlines identifies features that need to be more user friendly and engaging, and keeps track of feature launches competitively to understand what is working and what needs improvement.

Offering value-added experiences is just one way that brands are enhancing their services for users. For more insights on this subject, download PSFK's report Creating A Value-Added UX Through Localized Data.

Some consumers feel uneasy about sharing information like locations with services and applications they use. However, brands are trying to assuage people's hesitations by using this data to create value-added offerings for users and improve their overall experience. PSFK researchers looked at three companies that are providing consumers with additional services or products in exchange for their ongoing sharing of data:

NikeUnlocks Nike is weaving together its Nike Run Club and Nike Training Club apps with the commerce-centric Nike app to create one experience called Nike Unlocks for NikePlus members. By accomplishing goals in the NRC and NTC apps, such as reaching new running milestones and completing new workout routine, NikePlus members receive offers from partner Apple Music, the Headspace meditation app and ClassPass studio-fitness membership program.