Using gamification to drive conversion in retail
Using gamification to drive conversion in retail
Using gamification to drive conversion in retail
By Ben Stirling
August 04, 2020
Summary
Gamification can be used as a way to foster loyalty and provide a different element to their business.
The coronavirus outbreak has seen people's screen time dramatically increase, attracting interest in gamification to motivate people to engage by tapping into their competitive streak.
There is a common misunderstanding that gamification involves little more than sending people badges or notifications with positive messages and one too many emojis when they have completed certain tasks.
The definition of gamification is often debated, with some people insisting it can only work in a digital context, whilst others say it depends entirely upon design.
A straightforward way of thinking about gamification is that it works when applying the principles of games or gaming to non-game concepts.
Despite these companies using similar gamification techniques, customers are drawn in by the 'unique' experience.
Gamification looks to motivate people to engage by tapping into their competitive streak.
Gamification could provide an opportunity for brands to foster loyalty by providing something extra during these tricky times.
Despite this, our recent report looking at behavioural economics in ecommerce amongst the top 50 retailers in the UK found that gamification is the most underutilised behavioural economics tactic that retailers have at their disposal, with only 13% of those top 50 businesses using it as a tool.
Gamification can set retailers apart from their competition, as game theory suggests, the actions of one company can influence the actions of another, as all retailers are looking for new ways to draw customers in, especially in the current environment.
Reference
Stirling, B. (2020, August 4). GUEST COMMENT Using gamification to drive conversion in retail. Retrieved August 07, 2020, from https://internetretailing.net/guest-comment/guest-comment/guest-comment-using-gamification-to-drive-conversion-in-retail--