gamification & customer engagement
DESCRIPTION
A perspective on how gamification can be utilized in brick and mortar retail environments in order to increase customer engagement and gather greater customer insight data.TRANSCRIPT
Gamification
It’s All About Engagement!
Ray Walia, CEOfashionlab Media Inc.
@raywalia
• What is Gamification• Psychology• Engagement• Measuring• fashionlab Case Study
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Standard Definition: Gamification is the use of elements of game design in non-game environments
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What is Gamification
Dig Deeper: Gamification is the use of psychological tactics in order to engage your audience
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What is Gamification
Proven Effective In:• Extending Engagement• Collecting Data• Providing Deeper Insight• Increasing Revenues
@raywalia
What is Gamification
@raywalia
Half Page$1500
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Psychology
Psychology
Boring
Routine
Fun
Interactive
Do It
Track It
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Psychology
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Engagement
Game Design
Game MechanicsGamificationELEMENTS
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Engagement
Know Your Audience
Who Are They?
How Do They Engage?• Your brand• Competition• Others brands
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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
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Game Design
Beginner
Casual Customer
Expert
Loyal Customer
Master
BrandAdvocate
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Game Design
Casual Customer • Guided Experience• Learn The Ropes• Goals• Progress• Rewards
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Game Design
Loyal Customer• Fresh Content• New Experiences• Goals• Progress• Rewards
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Game Design
Brand Advocate• Exclusives• Recognition• Show Case
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Game Mechanics
Game Design
Rewards
Status
Achievements
Competition
Self-expression
Game Mechanics
Points
Levels
Challenges
Leader boards
Virtual Goods
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Game Mechanics
EngagementGame – Challenge –
Mission- Quiz
ProgressPoints – Badges – Leader
boards
RewardsUnlocks – Exclusives -
Recognition
Call To ActionShare – Customize –
Complete
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Measurement
Measure, Review, Revise• Analytics• A/B Test• Evaluate ROI
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fashionlab
What Do We Do?• Enrich Customers’ In-store Shopping Experiences• Interact with Real Products• Facebook, Twitter, Pinterest• Match Items / Build Outfits
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fashionlab
• Our Audience• 18-35 Female• Fashion and tech savvy
• Our Objective• Express & Explore• Compete in Future
• Casual Customer• Product Info• Share• Build Outfits
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fashionlab
• Loyal Customer• Build Outfits• Virtual Closet• Local Discovery• Fashion IQ
• Brand Advocates• Fashion IQ Exclusives• Style Inspirations• Scavenger Hunts• Contest & Competitions
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Measurement
fashionlab Analytics for Retailers• In-Store Activity• A/B Test Product Pricing• Add On Recom vs. Actual Sales
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Questions?