What is gamification the field of e-commerce?
Today technologies for GEO-fencing, data-driven and algorithmically driven gamification, as well as emerging technologies as sensors, Augmented Reality (AR) and QR-codes are all getting industry standard. The key is that customers are really close to their mobile devices nowadays. So, the customer experience needs to be tailored to fit that perspective. The customers are digital beings and their behaviours can be tracked and monitored and services can adapt to those behaviours.
But the really powerful application is when you create loyalty programs interlaced with the actual core loop of the brand and service experience and have it resembling games, using game mechanisms to offer a more joyful experience, learning, development, and guidance in more economic behaviour, to customers who in exchange demonstrate customer loyalty and “pay” with their level of engagement with the brand.
Gamification vs Loyalty programs?
Gamification differs slightly from loyalty programs. Most loyalty programs aim to offer economic benefits from the continuous use of services. Game mechanisms in themselves, however, do not provide economic benefits for the users but are believed to add value to the service via transformation of the usage motivations and intentions.
Gamification drives user loyalty by creating a gameful experience rather than just adding an economic benefit. The experience is designed to meet customers’ needs and to add value to their experience rather than rewarding them with points for their consumer behaviour.