Retailers + Visa Decision Sciences

Driving incremental sales, new customer acquisition and increased loyalty for retailers

Campaign Goals

Shopkick’s retail partners wanted to measure the incrementality of the Shopkick program.  They wanted to know of the sales, transactions and customers that Shopkick was driving, how many would NOT have occurred without the Shopkick program.  Visa Decision Sciences measured program incrementality for individual retailers, as well as incrementality for the Shopkick platform as a whole, both across all merchants and specifically within verticals such as department stores, specialty stores, and electronics/big box.

Shopkick Solution

Users enrolled in Visa’s card-linked offers program, whereby they earned kicks for purchases made with a linked credit card at participating merchants.  Visa was then able to measure incrementality based on spend behavior through a highly sophisticated twinning methodology. Visa looks at user spend in the prior 12 months to signing up for Shopkick, finds that person’s ”twin” based on over 250 variables, and then looks at spend for the user and their twin after the user has enrolled in the card linked offers program through Shopkick.


The findings are that Shopkick is a highly incremental program for Shopkick retail partners as a whole and these results stand true across different retail verticals. 57% of all sales driven by Shopkick are incremental.  That incremental spend is driven by new customer acquisition as well as increased loyalty of existing customers. 55% of department store sales are incremental, 49% of electronics/big box stores sales are incremental and 67% of specialty store sales driven by Shopkick are incremental.  


Sales driven by Shopkick are incremental


of incremental sales are NEW customers


of incremental sales are increased LOYALTY of existing customers



Drive Incremental Sales

Drive Customer Acquisition

Drive Increased Loyalty of Existing Customers

Retailer Distribution

Department Stores Specialty Stores

Electronics/Big Box

Products Used

Kicks for Purchases



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Dima Volovik

EVP of Product and Engineering

Dima Volovik is the EVP of Product and Engineering at Trax Retail — Shopkick.

Dima Volovik is the accomplished product and engineering leader who led teams to deliver innovative and commercially successful e-commerce products, marketplaces, and enterprise solutions for Amazon, Comcast, Fandango, and Universal Music. Before joining Trax, Dima was the Director at Amazon, where he led product development and Engineering for Amazon Appstore and Amazon Prime Video, CTO at Fandango, and Paciolan, head of technology at Golf Channel/Golf Now, and Global VP of Direct to Consumer Technology at Universal Music Group. Dima’s expertise includes developing consumer products, marketplaces, and enterprise solutions.

Dima grew up in Baku, Azerbaijan, where he received his MS in Electrical Engineering from Azerbaijan Oil Academy, and he currently resides in Los Angeles, California, with his family.