What is Gamification, specifically in terms of Enhancing Customer Engagement? In simple terms, it’s the process of changing customer behaviour via game design, such as turning the process of completing undesirable tasks into a game. In turn, it helps instil loyalty and provides a rewarding customer experience. Numerous brands are utilising this tool to revolutionise their loyalty schemes which in turn has generated more customers and brand advocates.
There are numerous use cases for Gamification such as:
Increased Engagement: Gamified elements make marketing campaigns more interactive and fun, encouraging customers to spend more time engaging with the brand.
Enhanced Loyalty: Reward systems and achievement levels can build a sense of loyalty among customers, as they are motivated to continue interacting with the brand to earn rewards.
Behavioural Insights: Gamification can provide valuable data on customer preferences and behaviours, allowing marketers to tailor their strategies more effectively.
Viral Potential: Well-designed gamified campaigns can encourage social sharing, increasing the brand’s reach and visibility.
Gamification in marketing can dramatically boost customer interaction. For instance, integrating game-like elements such as points, badges, and leaderboards into campaigns can increase customer engagement by up to 100% (Adact). Companies that employ gamified loyalty programs see a 22% rise in customer retention (Mambo Enterprise Gamification Software). Additionally, users spend 30% more time on websites or apps that utilise gamified elements (Adact).
Here are a few examples of Gamified loyalty schemes or apps that are used today:
Nike+ Run Club: Nike’s running app incorporates gamification by allowing users to set goals, track progress, and compete with friends. The app rewards users with badges and achievements for milestones, fostering a community of engaged and motivated runners.
Starbucks Rewards: Starbucks has successfully implemented a gamified loyalty program where customers earn stars for purchases, which can be redeemed for free items. The program includes challenges and double-star days to keep customers engaged and returning for more.
Duolingo: The language-learning platform uses gamification to keep users motivated. Points, streaks, and levels encourage learners to practise regularly, turning the process of learning a new language into an engaging game.
Gamification to enhance customer engagement has proven since its implementation for a variety of companies that it will be here to stay if anything, further development and wider implementation by more businesses looking to create a more engaging experience with the brand.
Article written by Callum Puffett, Marketing Executive
Photo from Technology Advice
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