Gamification is a marketing strategy based on the dynamics of games, which has established itself as a veritable revolution in the field of customer experience. Gamification is based on the integration of game elements into non-game contexts. This technique focuses on exploiting game mechanics to stimulate user engagement, motivation and loyalty.
The essence of gamification is to transform everyday activities, often considered monotonous, into interactive, engaging, and fun experiences. This transformation is achieved by using game elements such as points, badges, leaderboards, challenges, and rewards. The ultimate aim is to encourage more frequent and deeper interaction between the user and the product, service, or platform concerned , while creating a memorable and positive customer experience.
Gamification can be used in a variety of situations and industries, from ecommerce and education to human resources and marketing. Whether it’s a loyalty program, contest, or challenge and for students, online shoppers, or other groups, each gamification strategy aims to increase consumer engagement and create a stronger, longer-lasting relationship with the company .
Gamification has become a ubiquitous aspect of our daily online lives, often so subtly that we may not even realize we’re the players in a shopping experience.
- Loyalty programs: Most major brands use gamified elements through loyalty programs. For example, the Starbucks Rewards card encourages customers to collect stars with every purchase, which can then be exchanged for free drinks. This points system makes the shopping experience more engaging and keeps customers coming back for more.
- Competitions and wheels of fortune: Many brands opt for playful reward systems, such as competitions on social networks with the aim of winning a prize, or the installation of a wheel of fortune on their ecommerce site to enable users to win offers to be redeemed with the brand.
- User evaluation systems: Platforms such as Uber and Airbnb use gamification in their evaluation systems. Drivers and hosts are encouraged to offer the best possible service to achieve high ratings, which can then lead to more bookings or rides. Training and learning, catering, places to visit... all these areas can also be touched by gamification by asking web users to rate them.
