Shopkick, a shopping rewards app owned by SK Telecom, laid off a little over 10 percent of its staff (about 30 people) yesterday, TechCrunch has learned. Shopkick CEO Bill Demas confirmed the layoffs to TechCrunch, saying the layoffs were part of a broader restructuring of the business.
Shopkick, which was founded seven years ago, initially focused on physical retail stores and increasing foot traffic. Now, Shopkick is trying to focus more on e-commerce and mobile commerce. As part of that focus, Demas told TechCrunch, Shopkick needs to invest in engineers, salespeople, data scientists and business development people.
“Folks that were more involved in the older model were more impacted,” Demas said. “We basically are using the freed up headcount to invest in areas like augmented reality, data science and online commerce.”
Over the next 12 months, Shopkick plans to hire about 20 people in these areas. Although retail is still important to Shopkick, Demas said, it’s not…