Gamification A Trigger to
Boost Customer Engagement
1516
Jul 2019
www. leap.ooo
Whether it is cricket, football, table tennis or carrom, playing games has always been addictive. It
entices them to play again and again achieving the incentives of that game. With the
transformation of games from indoor/outdoor to mobile phones, we see people sticking to their
phone in playing games for a longer time. Games like PubG, Pokemon Go and Candy Crush are just
a few examples. Considering these aspects retailers have discovered a new way to include in their
marketing strategy – Gamification.
Gamification enhances the capabilities to acquire, engage, and retain customers. It typically
involves applying games to applications and introducing a fun element that helps enhance the user
experience. Motivating the user to perform certain actions or behaviours.
According to a study conducted by Gigya, it was found that gamification boosts engagement by
one third, with online commenting rising by 13%, social media sharing by 22%, and content
discovery by 68%.
Nike, an international brand for manufacturing footwear recently applied gamification to engage
their customers across the world. In order to give a boost to their marketing and sales operations,
they introduced an app Nike+ for their users to track physical activities. From walking, running to
exercise count, the app stored users data which eventually helped them to track their progress. To
provide motivation factor app also displays the data of other Nike+ users which created a kind of
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Gamification: A Trigger to Boost Customer Engagement
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competition within the users. They introduced leaderboards where one can view the status of
which individual gathered more counts. Basically, this gamification model was implemented to
motivate the user to stay active helping them to gear up their sports shoes market.
By implementing the game elements, Nike was able to control 57% of the market by 2007 and 61%
by 2009. The bar kept increasing and in 2013, there were 11,000,000 Nike+ members and it’s still
counting as mentioned in gamification co.
As a brand owner or a retailer if you are having an app than including gamification will definitely
gear up your sales. It is time to start building your strategy from defining an objective, identifying
the target audience, including innovation factor and justify your brand.
Now, let’s take a look at a few important elements of Gamification you need to include while
creating a customer engagement strategy through gamification:
Rewards
Rewards are the best way to fuel motivation. They not only motivate the users to keep going but
also tempts a player to carry out certain actions which they would have avoided otherwise. A
brand can make their users feel positive by giving something unexpected in the form of a reward.
Points and Badges
Users get a feeling of encouragement through points and badges. Which then brings a sense of
accomplishment, and self confidence regarding their skills, qualities and interests. While achieving
points and badges, users feel quite happy as they can flaunt their capabilities among their fellow
participants.
Discounts/Offers
Who does not love discounts? Hardly anyone. Brands can include discounts as the user gathers
certain coins or crosses a certain number of levels in a day. Discounts always attract users to get
the best deal that benefits them in saving money. It helps to drive engagement and loyalty. If any
customer receives a discount, they are more likely to come back in future too.
Conclusion
If you are trying to move the needle and thinking of ways to improve customer engagement,
gamification can make it happen easily. As long as gamification drives customer engagement, it
will fulfil its potential to provide an offbeat user experience.
A platform like LEAP is a perfect example. With gamification feature included, it enables brands or
retailers to implement a reward system where one can set different incentives as the user clears
each level of the game. For detailed understanding of Location based Advertising Platform
schedule a demo at www.leap.ooo
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Gamification: A Trigger to Boost Customer Engagement
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Gamification: A Trigger to Boost Customer Engagement
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