Examples Of In-Store Gamification

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More often than not, our efforts to engage with consumers falls on deaf ears. What we as marketers consider fun and engaging, consumers often dismiss as dull, tedious and irrelevant.

The world around us is changing: we are now fighting for hearts and minds, not just wallets. We don’t want people to just consume our product, but to authentically fall in love with our brand. That is why gamification is rapidly gaining popularity.

Gamification is an application of game mechanics and game design techniques of traditional gaming environments. It is an excellent way to engage and motivate people to complete tasks and achieve goals by tapping into our basic desires, needs and impulses. By turning mundane tasks into a fun experiences, gamification
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Done right, in-store gamification can become addictive, enhancing the customer experience, encouraging return visits and building long-term loyalty.

Why so serious? Gamification is conquering the world of retail
An example of in-store gamification that gets consumers moving can be found at the shoe retailer Stride Rite. An in-store game has children copy dance moves on a screen while wearing new shoes. At the end of the dance game, children can share their dancing scores on social media, and probably convince their parents to buy the shoes.

Similarly, a Toys ‘r Us in Hong Kong lets kids and parents play an in-store game, scanning a QR code at each level of the store.

These efforts strike a chord with consumers, who can’t be enticed anymore by traditional marketing and consumer loyalty programs. For one, consumers are finding that traditional loyalty programs aren’t what they expected. A study revealed that 54% of consumers stopped using a loyalty program within a year, citing a difficulty in obtaining reward points. They don’t feel that the program is made with them in mind, and feel penalized for not spending enough money to earn those points, ultimately quitting such
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The QSR has no real menu. Instead, customers create their own meals, naming, branding and marketing their creations while they’re in store, via social media and to existing 4food groups. They earn 4food cash credits with every sale of their creations. New creations and best sellers are displayed in-store on a menu board and interactive media wall, as well as online and social media feeds. By letting consumers

In-store Gamification Wins
On-location gamification is a more effective tool than online games and apps because it takes advantage of the physical space, where a brand can be fully absorbed through all five senses, in a natural way. Consumers’ minds are concentrated on an engaging game, and are subtly absorbing all the positive feelings a brand engenders.

Wrapped up in a competition, this marketing effort won’t feel heavy-handed but naturally captivating. Moreover, consumers won’t notice wait times or other operational

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