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Retail gamification: the key to customer loyalty
Every day it becomes more difficult to not only attract new customers, but to keep the ones we already have. Generate anticipation in your brand’s followers and make them feel connected to it. One strategy that is generating great results in customer engagement is gamification, which transforms game elements into shopping experiences. Brands are discovering how to engage their audiences in unique and exciting ways that reinforce a sense of belonging. Can we introduce gamification in retail?
What is gamification in marketing?
Gamification applied to marketing is the integration of game elements such as challenges, rewards, contests, ect. into marketing strategies related to customer loyalty and their shopping experience. This creates an engaging and exciting narrative. Cpnsumers are attracted to the playful aspect of interacting with the brand, resulting in a deeper connection and higher customer retention.
Effective retail gamification strategies
1. INTERACTIVE LOYALTY PROGRAMS
Gamification-based loyalty programs provide a fun and rewarding shopping experience focused on customer engagement. By accumulating points with each purchase, customers can move up levels and unlock better rewards.
The best examples are programs that award virtual badges for certain achievements, which can then be redeemed for exclusive discounts, products, and other benefits.
2. TREASURE HUNTS AT POINTS OF SALE
Turning the shopping experience into a treasure hunt can be exciting and stimulating for customers. By hiding clues or QRs in stores, brands can challenge shoppers to search for them in order to receive special discounts or even free products. This tactic can also be used in the online store by hiding codes or interactive buttons throughout the page for users to find as they browse the site. This not only increases engagement, but also encourages exploration of the store’s products.
3. PERSONALIZED SHOPPING EXPERIENCE
Gamification isn’t just about discounts and rewards, it’s also about personalization. Brands can use customer data to provide unique and personalized experiences. One example could be customizing clothes through their apps or websites. allowing us to design our own clothes and then pick them up and try them on in a physical store.
Adidas is one of the clearest examples of how to integrate gamification into your company’s loyalty system. Adidas developed AdiClub, its tiered loyalty program, where you can move up a category by making purchases that are converted into points. The more purchases you make, the more points you earn as a member. Through this program, customers feel a sense of belonging and progress, which creates a stronger connection to the brand though the desire to improve.
There are no limits to the creativity and application of gamification in retail
From fashion and sports brands to toy stores, gamification has proven to be an effective strategy for driving loyalty and improving customer relationships. These examples show how different brands have incorporated gaminification elements into their shopping experinces to create stronger, more emotional connections with their customers, which in turn has contributed to their success in a competitive and ever-changing marketplace.
Intersolve is the loyalty system used by many brands around the world, including Hunkemöller. In the lingerie brand, you can see your category and access exclusive and personalized discounts both from your app and from your user profile on the website. In Cosin we are partners of this solution of gift cards and loyalty.
If you want to start engaging your customers and creating a sense of belonging through a gamification strategy in your sales and retention processes, contact us and our team of experts will help you develop the ecosystem you need.