Gamification of E-commerce
Introduction
Do you like playing games on mobile during your free time?
If yes, then an occasional pass time activity
can become a full time perk for you as the Gamification of E-commerce is a new
and upcoming trend these days.
Gamification of E-commerce is an advanced
marketing strategy that aims at influencing the behaviour of the consumer by
integrating the ideas of game concepts into the marketing strategy.
It involves rewards and competitions which
encourage the consumer to engage repetatively in similar behaviour by
triggering the dopamine response.
Using this method customer retention can be
increased and at the same time it will reduce the percentage of customers
abandoning the cart.
With the current generation's short attention
span it is difficult to provoke their interest in any topic. Gamification is an
interesting approach which makes shopping for consumers enticing, triggering
their dopamine levels.
A survey of Digital
Marketing Forum says 60% of consumers find the concept appealing.
Benefits
of Gamification
- Reduced cart abandonment - friendly checkouts and more visits.
- Attract a new segment of population - new generation skilled at gaming are likely to tryout their skills.
- Increased online presence - Gamified applications are more likely to be shared and therefore have a significant impact.
Ways to
implement Gamification
Treasure/Scavenger Hunt - Using hints on
different websites would make customers visit those thereby increase its
awareness.
Participation points for customers who
participate but couldn't win- this would make the customer come back again to
win.
Another fantastic
technique to guide your consumers to the product that is best suited for them
is by using entertaining behavioural quizzes or trivia. You can examine the
crucial information produced by these gamification marketing techniques to
better comprehend your user base, demographics, and the degrees of traction for
the goods being offered on your e-commerce site.
Recently, some
businesses have seen success by releasing specialised mini-game apps that
integrate with their e-commerce websites. These game apps can assist advertise
the goods you sell and raise awareness of your company's image and message.
A points system that rewards customers for
each order placed can make this simple. For the customer, better offers and
discounts result from a higher point accumulation.
Customers feel more valued when they receive
points for no other reason than making purchases. Repeat purchases result from
this.
Progress bars are a
popular gaming mechanic used by many eCommerce sites nowadays. It could only be
a small sort of gamification, but it still has the ability to boost
conversions.
Top
Gamification strategies by Companies
Myntra
Gamification was used by Myntra to make
shopping enjoyable and guilt-free. Pictionary-style quizzes and games like Logo
Mania have emerged as cutting-edge engagement and retention techniques.
Nykaa
A retail cosmetics company named Nykaa
successfully used gamification to build a great client retention strategy. They
included a reward system in the app that encouraged customers to return and
purchase the goods. Every purchase a customer makes earns them rewards points,
which they can then use at the next checkout.
Users receive a badge and are added to a PRIVE
membership upon reaching a certain number of points. Discounts, deals, birthday
coupons, and other perks are provided to members. This promotes user pleasure
and encourages users to purchase more in order to receive discounts.M&M
M&Ms, a well-known chocolate company, uses
gamification to elevate the shopping experience.
Customers may customise nearly anything using
it, including the colour, patterns, and packaging of a batch of M&Ms.
Gamification combined with customisation
encourages users to interact and share their experiences with others.
Pit
Viper
Pit Viper is a company that sells sunglasses,
and its internet user experience is expertly gamified.
When you open the website, it feels like
you're in a video game or a computer from the 1990s.
Every aspect of their business, including the
products, copywriting, marketing, and everything else, is enjoyable.
By doing this, they effectively increased user
engagement by making the entire website experience into a game.
KFC
In order to defend the castle of KFC's chicken
kingdom, the game "KFC Shrimp Attack" from KFC Japan required you to
slash at ebi shrimps as they came at the bottom of the screen.
Together with increasing awareness, the brand
gave its customers discount coupons as a way to entice them to test the
product.
Almost 800,000 players participated in the campaign,
which generated 600 hours of playtime.Dreampot
Using a notion it refers to as "an
alternate way to shop," Dreampot, an e-commerce programme created by a
Kochi-based start-up, provides that opportunity by gamifying the e-commerce
process.
All customers that pay 1% of the offer price
get access to the best price offer unlocked. When there are 100 of these
potential customers for a product, they use an algorithm to choose a winner who
receives the item without having to pay anything else. The remaining 99
consumers, on the other hand, keep their money and can use it in full or in
part on the same or other products throughout time rather than losing it.
Conclusion
Gamification is a
concept that is transforming how we purchase online and has several benefits
for both consumers and businesses like stores and brands. Turning traditional
browsing and purchasing procedures into games promotes involvement, increases
client loyalty, and sparks sustained interest in the business.
References
- https://blog.saleslayer.com/ecommerce-gamification
- https://yukaichou.com/gamification-examples/top-10-ecommerce-gamification-examples-revolutionize-shopping/
- https://packhelp.com/gamification-ecommerce/
- https://segmentify.com/blog/best-uses-and-examples-of-gamification-in-ecommerce/
- https://brame.io/industries/gamification-for-e-commerce/
- https://www.williamscommerce.com/gamification-6-ways-apply-ecommerce/
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