Tips to supercharge loyalty with Gamification

If you already have a loyalty programme in place, then there is every chance that it may need a boost to re-engage customers. And if you have no loyalty proposition then this is probably the moment to consider the benefits and re-evaluate. Either way, the objective is to inspire and motivate action and gamification can be a simple way to do that quickly.

What does gamification mean?
It is now a term used quite widely to mean (according to Gartner): “the use of game mechanics and  experience design to digitally engage and motivate people to achieve their goals”. Put simply, it is a way to appeal to the human competitive nature and to motivate action – or interaction.

 

6 Ways to Gamify Your Loyalty Proposition

Scratchcard
Our Digital Scratchcard works in the same way as the traditional physical scratchcard and is an engaging way of rewarding customers as part of a campaign.

Points Tracker
You can customise the Points Tracker for your programme by using one of our templates or by uploading your own imagery to suit your brand.

Spin To Win
The Spin To Win module adds a level of gamification for the recipient and can be used as part of an going campaign or as a stand alone surprise and delight. 

Digital Stamp
Our Digital Loyalty Stamp Card is an alternative reward mechanic where customers earn virtual ‘stamps’; every time they complete an action (e.g. visiting your store or buying a product).

Prize Draw
You can utilise the Prize Draw module in one of two ways: either as an alternative reward mechanic, or as a surprise and delight overlay.

Sales Leaderboard
The Sales incentive feature promotes a winning mindset. Providing the ability for audiences to compete against each other to obtain a place on the leaderboard.

Brands that incorporate gamification into their customer engagement strategies can see the following results:

  • 47% rise in engagement
  • 22% rise in brand loyalty
  • 15% rise in brand awareness

TOP TIPS...Using Gamification in Loyalty
Gamification in loyalty needs to be simple. Customers have short attention spans, and they don’t want to
read pages of text on rules or instructions. It must be easy to understand and participate in.

 

1. Keep It Simple
Gamification in loyalty needs to be simple. Customers have short attention spans, and they don’t want to read pages of text on rules or instructions. It must be easy to understand and participate in.

 

2. Keep It Fun
You want people to find it enjoyable. If you have created a game, then keep it short but fun with great graphics and imagery. If it is a competition, keep motivating players to try again.

 

3. Make It Shareable
Making it an experience that customers want to share and shout about and this will encourage engagement from new and existing customers.


4. Keep an Element of Luck
Although skill-based games are likely to keep customers trying again, the number of customers who participate will be limited. If you keep an element of chance or luck, where anyone can win, then you can still appeal to everyone.


5. Communicate, Communicate, Communicate
Share how people are doing amongst your audience, highlight wins and encourage others to try and topple the leaders. Keep communicating the rewards.

 

Who is Using Gamification Well?

Dominos Pizza
Domino’s Pizza, created the game Pizza Hero. Customers could completely customise their pizza and play a fun game whilst doing so, resulting in increased sales revenue by 30%.


Teleflora
Teleflora gamified its online store with a social engagement scheme offering points for actions, increasing traffic from Facebook by 105% and conversion rates by 92%.
 

Moosejaw
Moosejaw (the clothing company) utilised an innovative gamified system that saw 76% of sales revenue
come from gamified activities including 240k social media impressions, resulting in a 560% ROI from
initial marketing expenditures.
 

McDonalds
When switching to a new till system McDonalds, the masters of gamification, decided to introduce a
game to train staff. This included bonuses, lifelines and actively encouraged knowledge retention. Results saw a reduction of 7.9 seconds per order and an increase of 15p per sale which equates to £23.7 million in the UK alone.

 

About the Author

Laura Lloyd

Laura Lloyd

Laura’s goal is to develop partnerships with clients, seeking to understand their challenges in order to provide creative, value add solutions. Laura always seeks to provide a 'no challenge is too big, no problem is too small' attitude and aims to always exceed expectations.

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