Quality Assurance Specialist Faith Manning

Consider Gamification for your Business

Faith Manning

Customer Success Officer

Spin the wheel for a discount! Help the bear climb the mountain! Collect points to redeem!

These are all common phrases we encounter online as we interact with apps and websites. The use of gaming-like platforms in non-gaming environments is called gamification. Since the word was coined in 2003, the use of gamification has exploded. The spectrum of industries utilizing gamification ranges from educational and corporate training platforms to healthcare and retail. The latter is an intriguing and exciting concept for businesses looking to increase engagement and build a solid, active, connected client base. The interactive use of the gaming environment has driven customer behavior and given businesses a new way to connect and collect from customers.

Gamification For Your Brand

Gamification techniques can provide a perfect opportunity for a business to increase brand awareness. For instance, have you ever interacted with Google’s logo? They regularly honor famous figures or milestones in history and special holidays, which can include animated information and games. While Google may be able to stand without using gamification this way, brand gamification can have positive effects on brand perception, loyalty and interest. What about Nike Run Club, the app that tracks fitness efforts and motivates users? By providing a platform for athletes to keep their own stats, Nike strengthens their brand by being more to the athlete than just sportswear. Increasing interaction and engagement with your brand can help you become the go-to for certain services or user needs. Gamification techniques can be an excellent way to achieve this in your marketing strategy.

Gamification For Your Strategy

Gamification elements will gather important client information and valuable metrics, all while enhancing customer relations. Knowing your customer behaviors and interactions is crucial in determining your marketing strategy. Providing rewards for these behaviors can further increase engagement. With the rapid development of AI technology, we may see an increase in the implementation of this tactic and advancement in the quality and abilities businesses will have at their fingertips to gather even more detailed information and analytics regarding their business and their customer base. Having more data will thus direct and strengthen any marketing strategy by knowing where to meet the customer and deliver your message.

Gamification for Your Customers

Who doesn’t love rewards, freebies and appreciation? Competition, status and prizes are all critical components of a successful gamification experience and can drive user behavior. Positively engaging with a customer one-on-one on your website or app will allow you to keep them coming back. Customizing their experience with product or service suggestions based on order histories or questionnaires can also increase activity. While it may not be for every business, it is worth looking into if you have an opportunity or a unique idea to employ gamification. While Starbucks is one of the largest coffee conglomerates in the world, they have a pretty simple system, in my opinion, when it comes to customer rewards. Their app tracks your purchases when you scan it in the store or order ahead and collects stars (points) to redeem for pretty much anything, from a shot of espresso to a breakfast sandwich. In some cases, like Starbucks, tangible rewards are worth the purchase and present a true value to the customer. The critical part here is that the customer will repeat their behavior and continue the process of collecting rewards. This method of reward keeps the cycle going, creating a successful tool for the business.

Are you ready to play?

While implementing gamification techniques may not be for all businesses, the versatility and unlimited possibilities it presents could bring it at least to the discussion table. With retail, rewarding your clients for their engagement and providing an attractive, interactive experience tailored to them can not only keep them returning, but they may also get others to play.


Learn more about gamification in retail.