While Facebook Places, Foursquare and Gowalla have hinted at the potential of location-based apps by having customers “check in” while they are shopping at a particular location, a new mobile application is taking location-based engagement to new levels.

The new app called Shopkick has emerged with a retail-centric approach app that ups the ante on “checking in” by synergizing location-based awareness with in-store offers and special rewards. Contrary to typical location-based apps, ShopKick doesn’t tap GPS, but rather utilizes custom hardware created and installed in partner stores, now including Best Buy, American Eagle Outfitters, Macy’s and The Sports Authority.

By Stanton Kawer, CEO of Blue Chip

I don’t want another text message or Facebook update, I want a friend.

In the retail industry, our approach to CRM platforms has been extreme. Way back in 2008, the common refrain was “I don’t know what to do with all my data.” Retailers understood that data was significant. They had gotten much smarter about acquiring information; they just didn’t know the best way to utilize it.

Since 2009, the evolution of technology models and applications has invited a willingness to try almost anything.  From global brands to start-ups, the retail community has been testing and trying to be first to market with texting, mobile couponing, social media initiatives and sales incentives — anything and everything they could throw at the wall to engage consumers.

Editor’s Note: This article is an excerpt from one of RetailWire’s recent online discussions. Each business morning on RetailWire.com, retail industry execs get plugged in to the latest news and issues with key insights from a "BrainTrust" panel of retail industry experts.

Nordstrom appears to have achieved the link across selling channels that most retailers aspire to, according to reports. The department store chain manages inventories at its store and its web site as one entity. If a shopper is looking for a particular item online and it is not in stock in the warehouse, Nordstrom will still be able to fill the order pulling from store stock.

The same is true for in-store shopping where an item out-of-stock at a particular location does not mean the consumer is out of luck. Nordstrom has the ability to either grab the item from another store or from its web site. Store employees have the inventory information right in front of them in stores so they are able to assist the shopper in making the purchase.

Jamie Nordstrom, EVP of Nordstrom and President of Nordstrom Direct, told The New York Times that the company's approach has driven "some pretty meaningful results."