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
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Gamification
It’s All About Engagement!
Ray Walia, CEOfashionlab Media Inc.
@raywalia
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• What is Gamification• Psychology• Engagement• Measuring• fashionlab Case Study
@raywalia
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Standard Definition: Gamification is the use of elements of game design in non-game environments
@raywalia
What is Gamification
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Dig Deeper: Gamification is the use of psychological tactics in order to engage your audience
@raywalia
What is Gamification
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Proven Effective In:• Extending Engagement• Collecting Data• Providing Deeper Insight• Increasing Revenues
@raywalia
What is Gamification
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@raywalia
Half Page$1500
¼ Page$1000
¼ Page$500
Full Page$3500
Psychology
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Psychology
Boring
Routine
Fun
Interactive
Do It
Track It
@raywalia
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Psychology
@raywalia
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Engagement
Game Design
Game MechanicsGamificationELEMENTS
@raywalia
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Engagement
Know Your Audience
Who Are They?
How Do They Engage?• Your brand• Competition• Others brands
@raywalia
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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
@raywalia
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Game Design
Beginner
Casual Customer
Expert
Loyal Customer
Master
BrandAdvocate
@raywalia
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Game Design
Casual Customer • Guided Experience• Learn The Ropes• Goals• Progress• Rewards
@raywalia
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Game Design
Loyal Customer• Fresh Content• New Experiences• Goals• Progress• Rewards
@raywalia
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Game Design
Brand Advocate• Exclusives• Recognition• Show Case
@raywalia
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Game Mechanics
Game Design
Rewards
Status
Achievements
Competition
Self-expression
Game Mechanics
Points
Levels
Challenges
Leader boards
Virtual Goods
@raywalia
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Game Mechanics
EngagementGame – Challenge –
Mission- Quiz
ProgressPoints – Badges – Leader
boards
RewardsUnlocks – Exclusives -
Recognition
Call To ActionShare – Customize –
Complete
@raywalia
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Measurement
Measure, Review, Revise• Analytics• A/B Test• Evaluate ROI
@raywalia
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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
@raywalia
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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
@raywalia
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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
@raywalia
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Measurement
fashionlab Analytics for Retailers• In-Store Activity• A/B Test Product Pricing• Add On Recom vs. Actual Sales
@raywalia