How gamification keeps customers engaged, loyal and repeat buyers
How gamification keeps customers engaged, loyal and repeat buyers
How gamification keeps customers engaged, loyal and repeat buyers
By Yannick Schneidera
October 27, 2020
Summary
Gamification - the use of game elements in a non-game context - offers a great way to keep customers engaged, loyal and repeat buyers.
First it is necessary to look at how gamification can be implemented as part of a marketing campaign.
A good example of how to make customers interact with brands is gamification through connected experiences.
This allows gamification as part of the marketing campaign to create additional touch points with customers.
A major advantage of gamification is that customer data can be collected to establish brand engagement and understanding, dwell time and product preferences, among other trackable data points.
Gamification can be used to encourage customers to interact more regularly with a brand for a short timescale, for example when rewards are only offered for a limited period of time.
Starbucks incentive targets were clearly achieved with 110%. Longer term, gamification can motivate participants to reach new game levels to obtain certain incentives or other rewards, for example airline frequent flyer miles.
Gamification creates a change in buying behaviour, with customers becoming more loyal and affectionate towards the brand.
As part of a marketing campaign, gamification offers the opportunity to create additional touch points with the customer, allowing them to further interact with the brand.
This is proven to keep customers engaged, loyal and repeat buyers.
Reference
Schneidera, Y. (2020, October 27). How gamification keeps customers engaged, loyal and repeat buyers. Retrieved October 28, 2020, from https://www.thedrum.com/opinion/2020/10/27/how-gamification-keeps-customers-engaged-loyal-and-repeat-buyers