How to make gamification work in retail

Gamification opens up new doors of opportunity for retailers who want to make the right impression and create loyal customers both online and off. Offering good products and reliable customer service isn’t enough anymore. Adding game-like elements that cater to the human impulse for fun is a more effective business strategy.

The retail sector of today looks entirely different than it did for past generations. The focus on digital shopping and marketing shifts consumer focus to easier and more efficient options. Bare bones brand interactions aren’t enough anymore, however. Savvy consumers expect to be wooed with personalized attention, entertainment, and high value from more than just quality products.

Let’s talk about how to make that happen with retail gamification.

What is retail gamification?

A gamified experience is one in which game-design elements are used to attract consumer attention, reward shopping activities, and keep customers always coming back for more. These include things like rewards programs, leaderboards, challenges, and point systems that not only make interacting with the brand fun but also promote future sales.

Like many other marketing strategies, gamification concepts leverage the psychological motivations of consumers. They may create a feeling of appreciation through rewards or cater to a competitive streak that encourages repeat actions that benefit both sides. Gamification is a powerful tool for improving interaction and making the brand seem much more engaging.

Benefits of gamification concepts for the retail experience

From a consumer perspective, gamification makes shopping and interacting with a brand more fun. People like rewards, and this type of interactive experience triggers the pleasure and satisfaction centers in the brain. 

After all, people are more likely to try a game or enter a contest for a new brand than they are to make a purchase right off the bat. This is especially true when the potential benefit outweighs the expense of time or data sharing.

Let’s look at a few specific benefits retailers can gain from offering a gamified retail experience. 

Boost customer engagement

Gamification turns ordinary shopping activities into something that not only gets attention, but keeps it longer. Some people love browsing racks and shelves in a store. For them, shopping is a hobby that creates pleasure. For others, buying items on sale or finding the perfect product gives the same effect. When a retail incorporates game-like elements, they motivate even those consumers who don’t experience these triumphs. Points, discounts, or exclusive interactions give them a sense of inclusion and achievement.

Increase customer loyalty

Earning points or other rewards definitely engages customers, but any of these positive, pleasure-triggering experiences also boosts loyalty and trust. People are more likely to come back to a brand that gives them something extra. They feel like they’re winning and that they are a part of something special. The store or online ecom site becomes the place to be. Gamification that includes loyalty programs obviously targets this repeat-business benefit strongly.

Make your brand addictive

In the general experience with gamification, the addictive properties focus on pleasure, fulfillment, and the competitive spirit. Potential customers and long-term brand fans alike get a dopamine hit when they win a higher percentage off their next purchase or accumulate enough reward points for a free gift.

Gather valuable consumer data

From a purely business standpoint, creating games or other fun experiences to improve the shopping experience provides you with a lot of important data. What does your target audience value? What types of marketing strategies and achievements do they respond to best? The more information you can collect about customer preferences, the more streamlined and efficient you can make the first touch to the brand fan pipeline.

Retail businesses can create unique gamification strategies

To make a truly enjoyable shopping experience that consumers remember for a long time to come, consider these gamification options.

Customer loyalty programs with game-like elements

The classic example of a gamified reward program involves a small card with graphics that are punched out with every purchase. The customer gets a free or discounted item after buying ten or more products. As simple as it is, this strategy still works for modern retailers, although the physical punch cards are more likely digital. Another option is to hand out points per dollar spent that lead to discounts down the road.

Give shoppers challenges and missions to complete

These can range from running distances for a sportswear brand to social media posting contests for a clothing retailer. This type of game element works well if your company already has a strong community of connected consumers or if you are trying to build one. Post updated results about the winners and encourage friendly competition. Consider giving valuable rewards to everyone who participates so no one is left with a bad impression of your brand.

Foster fun competition and social interaction

All brands need a strong social media presence to succeed these days. Make it easier to leverage user-created content that mentions your company in the best light possible through gamification. Things like leaderboards, multiplayer features in game apps, and tried-and-true options like photo contests all encourage a positive sense of competition and get you more word-of-mouth advertising at the same time.

Not every gamification option needs complexity to provide an elevated experience. Consider these simpler options that still get attention:

• Spin the wheel or virtual scratch-off discount games
• Interactive quizzes and polls about fun things associate with the brand
• Ecommerce site scavenger hunts that lead to savings
• Entries for drawings for special gift boxes

Future tech trends in retail gamification to consider

Interactive apps, digital in-store kiosks, and gaming opportunities attract tech-savvy shoppers. These are practically essential if you target a millennial audience or younger demographic like Gen Z.

Augmented and virtual reality technology are already revolutionizing retail company operations by creating more enjoyable experiences for shoppers. The ability to try on clothes virtually or imagine a new couch in their own living room can encourage sales. However, in the realm of gamification, things can go a bit further.

The types of immersive interactions with game-like elements ensnare customer attention and keep them coming back for more. Game apps can be addictive, and if associated with a favorite brand, they will keep the recognition and focus high.

Conclusion

Whether you want to elevate the customer experience through more personalized service or full-scale gamification, your company needs to constantly collect and analyze data. Information about how shoppers respond to your efforts makes all the difference when it comes to smart decision-making going forward. Clientbook’s customer relationship management abilities streamline and help you perfect everything to create a more profitable, highly respected brand. Give it a try today.