gamification & customer engagement

Gamification

It’s All About Engagement!

Ray Walia, CEOfashionlab Media Inc.

@raywalia

• What is Gamification• Psychology• Engagement• Measuring• fashionlab Case Study

@raywalia

Standard Definition: Gamification is the use of elements of game design in non-game environments

@raywalia

What is Gamification

Dig Deeper: Gamification is the use of psychological tactics in order to engage your audience

@raywalia

What is Gamification

Proven Effective In:• Extending Engagement• Collecting Data• Providing Deeper Insight• Increasing Revenues

@raywalia

What is Gamification

@raywalia

Half Page$1500

¼ Page$1000

¼ Page$500

Full Page$3500

Psychology

Psychology

Boring

Routine

Fun

Interactive

Do It

Track It

@raywalia

Psychology

@raywalia

Engagement

Game Design

Game MechanicsGamificationELEMENTS

@raywalia

Engagement

Know Your Audience

Who Are They?

How Do They Engage?• Your brand• Competition• Others brands

@raywalia

Engagement

What Is Your Objective?

Express Choose, Customize, Design, Show Off

Compete Win, Beat, Brag, Challenge, Fight

Explore View, Read, Search, Collect, Complete

Co-Op Join, Share, Greet, Exchange, Trade

@raywalia

Game Design

Beginner

Casual Customer

Expert

Loyal Customer

Master

BrandAdvocate

@raywalia

Game Design

Casual Customer • Guided Experience• Learn The Ropes• Goals• Progress• Rewards

@raywalia

Game Design

Loyal Customer• Fresh Content• New Experiences• Goals• Progress• Rewards

@raywalia

Game Design

Brand Advocate• Exclusives• Recognition• Show Case

@raywalia

Game Mechanics

Game Design

Rewards

Status

Achievements

Competition

Self-expression

Game Mechanics

Points

Levels

Challenges

Leader boards

Virtual Goods

@raywalia

Game Mechanics

EngagementGame – Challenge –

Mission- Quiz

ProgressPoints – Badges – Leader

boards

RewardsUnlocks – Exclusives -

Recognition

Call To ActionShare – Customize –

Complete

@raywalia

Measurement

Measure, Review, Revise• Analytics• A/B Test• Evaluate ROI

@raywalia

fashionlab

What Do We Do?• Enrich Customers’ In-store Shopping Experiences• Interact with Real Products• Facebook, Twitter, Pinterest• Match Items / Build Outfits

@raywalia

fashionlab

• Our Audience• 18-35 Female• Fashion and tech savvy

• Our Objective• Express & Explore• Compete in Future

• Casual Customer• Product Info• Share• Build Outfits

@raywalia

fashionlab

• Loyal Customer• Build Outfits• Virtual Closet• Local Discovery• Fashion IQ

• Brand Advocates• Fashion IQ Exclusives• Style Inspirations• Scavenger Hunts• Contest & Competitions

@raywalia

Measurement

fashionlab Analytics for Retailers• In-Store Activity• A/B Test Product Pricing• Add On Recom vs. Actual Sales

@raywalia

Questions?

@raywaliarayw@fashionlabmedia.com