Gigaom

A lot of the talk about mobile shopping apps has revolved around users looking up prices and getting information on products they want to buy. But the apps are also becoming powerful discovery tools for brands, who are using apps like InMarket’s Checkpoints to help surface new products for consumers.

InMarket told me that in its first survey of performance statistics, it found that 50 percent of its users discovered new products using the Checkpoints app in the fourth quarter last year. InMarket doesn’t have comparative data for previous quarters but the figure shows that brands are able to drive a lot of discovery of products through shopping apps such as Checkpoints.

Checkpoints allows users to win points toward rewards for checking into stores and scanning products. The app sounds similar to Shopkick but it emphasizes products, which can be found at 2 million retail locations. Checkpoints works with brands…

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