Sure, it makes sense that you don't want to incentivize those who need no incentive, particularly when the incentive is a discount on something they would have done anyways. It might be more attractive to businesses if they could increase business beyond what would naturally happen but I think the rewards could definitely be tailored to that.<p>Having said that, many businesses have punch card or points type systems that this could replace or augment. Subway is a good example. These are tied to actual purchases rather than just check-ins and the possibility of abuse is very real in that case, so another point to consider.<p>I think having visible goals and rewards that people can work towards over the lifetime of their relationship with a business, rather than simply on a transactional basis (spend $50 get free shipping vs get free shipping for life when you  spend a total of $1000 over any number of transactions with us) can work towards increasing consumer loyalty which could be very valuable.