Gamification is a new and powerful strategy intended to strongly connect consumers with your brand.
Typically, Gamification implements game dynamics into existing systems. Usually incorporating the most popular aspects of games and other social motivators including but not limited to: achievements, leader boards, progression bar, virtual currency, awards, challenges between users, and embedding small casual games.
Gamification involves integrating game dynamics into your companies core services. The options are endless and can apply to many aspects of your business from customer retention and marketing to safety training and sales incentives.
How can your brand utilize Gamification?
Gamification can be utilized internally (training staff, incentivizing staff, etc.) or externally (building a connection with your brand on your website, physical rewards cards, etc.). I have included a few examples of where Gamification can be typically applied in most organizations:
- Corporate Website or Platform
- In-store at point of purchase
- In-store for loyalty and for discovering new product offerings
- Training & motivating existing staff or customers
A few Examples of Gamification:
There are MANY examples of Gamification all around you. Many that are often overlooked. If we look at the popular website, LinkedIn, we can easily spot great examples of Gamification. Below you can see a picture of LinkedIn’s profile progress bar.
This progress bar implementation helps encourage people to fully use LinkedIn’s services. Visitors can visually see their progress and how easy it’ll be to fully populate their profile. Seeing an incomplete progress bar provides incentive and motivates users to complete their profiles. An item like this progress bar makes the LinkedIn experience of completing your profile challenging for the user and makes all listings more complete for the entire userbase of LinkedIn.
So it maybe easier now to see Gamification’s digital presence around you, but what about outside of the digital world? Do you remember all of those sandwich cards that promised the 10th sandwich free? That is also an example of Gamification. Most of these popular rewards cards implement not only a progress bar into their promotions, but many also reward their customers with coupons, special offers and merchandise. A great example of this is Sobeys’ Club Sobeys. It is a promotional system that gives customers a virtual currency, named Club Sobeys Points. In addition to this system, Sobeys has certain items in store that earn customers bonus points. Below is a breakdown of how customers can acquire points and save money on purchases.
What does this example of Gamification do for Sobeys? It gains customer loyalty. Sobeys club members feel encouraged to shop only with Sobeys and not its competitors in order to maximize their savings. This creates a very loyal and engaged customer.
Gamification is a powerful tool when used properly. It allows companies to connect with their customers and employees in a more meaningful and accountable way. And when done properly both the brand and the customer benefit greatly.
Gamification is an opportune strategy that shouldn’t be ignored. Especially for those struggling to differentiate themselves.
How do you think Gamification can help your business?