Shopkick launches in-app purchase option.

Shopkick is no longer just a mobile rewards app. It has added a new feature that lets shoppers purchase items directly through the app and still earn rewards for doing so. In a statement, Shopkick said the in-app purchasing feature addresses the increasingly omni-channel shopper who shops when they feel like it, whether in the store, at home on the couch or on the train to work. For brick-and-mortar retailers, the purchasing option could help stores defend themselves against showrooming.