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 becoming industry standard. The key is that today’s customers are really close to their mobile devices and so the customer experience needs to be tailored to fit that perspective. The customers are digital beings; their behaviours can be tracked and monitored and services can further adapt to those behaviours.
However, the really powerful application is when you create loyalty programmes, interlaced with the actual core loop and service experience of the brand, and have it resemble games, using game mechanisms to offer a more enjoyable experience. This incorporates 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 programmes?
Gamification differs slightly from loyalty programmes. Most loyalty programmes 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 playful 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.