influencing your customers’ buying behaviors with retail ...€¦ · introducing smi’s...
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Influencing yourCustomers’ BuyingBehaviorswithRetailGamification
PremCouture,CEO,ShareMyInsightwww.sharemyinsight.com
IntroducingSMI’sOmni-Channel CRMforBricksandMortarStores
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• CONCEPT:turntheshoppingjourneyintoagameinordertomotivatepeopletocompleteataskinanexcitingandcompetitivemanner
• INFLUENCE:driveengagementandactionsamongshoppers
• MOTIVATION:rewardcustomersinreturnforfrequentpurchases,sharedstories,orsocialmediacommenting,
• SOCIAL:makesshoppingmoreenjoyablebytappingintobasichumanneedforcompetitionandsocialinteraction.
• SPEND:reapmorerevenuesasaresultofboostingcustomerengagementandloyalty
Whyanin-storegamification concept?
Storetrafficandpurchaseratescanbeexponentiallyincreased
Insteadoffeeling‘tricked’intotakingacertainaction,peoplefeelmoreincontrolwhenparticipating ingame-orientedshopping.
Addsa wholenewdimensiontotheshoppingexperiencethatthassignificantimpact
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Gamification tacticsareintegratedintomarketingandloyaltyprograms
Introducinggamification mechanics instoreenvironement
Thegameisafunchallengeforcustomerswithrewardsthatarebasedonbehaviorsthatwewanttoencourage.
Customers arebecomingincreasinglysavvyandsophisticatedwhenitcomestotheirbuyingbehaviors. Theyknowthattheirpatronage isworthawhole toyou,andwantsomething inreturn.Theyexpectmoreenjoyableexperiences,inadditiontoincentivestospendtheirhard-earneddollar.
• LOYALTY:introducea‘tieredrewards program’basedoncustomersperformingcertainactionstoinchtheirwaytowardsreachingaspecificmilestone:newtiersbringsnewrewards– e.g.offermorerewardspointsforthehighertiers
• MARKETING:improveretailer’sbrandpositioningwithuniquecharactersandgamerulesthatchangeovertime
• ENGAGEMENT:testnewproducts,newpromotions,newchallengesandadapt,tokeepcustomersspendingandlovingtheoverallexperiencemorethanever
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Thecustomer’sin-storelocationappearswhentheWIFIsplashpageisopened
ScenarioExamples
SMI’suniqueproposition:NOCLIENTAPPSREQUIREDtobedownloaded
• ShoppersusethestoreFreeWIFIandsplashpagetoseetheirlocation• Thegameandcharactersareintroducedaspertheretailer’sgamerules• Shoppersusethenavigationmaptofindproductcategoriesbytappingonmapareas
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Thecustomer’suniqueshopperjourneyistrackedanddataminedwithSMI’sanalyticalplatforminreal-time,enablingrelevantandtargetedadstobedelivered
ScenarioExamples
• Shoppersseetheirlocationastheymoveacrosscategoriesanddiscoverdeals• Characterspopupbasedontheadtriggers(location,segment,shoppingpattern…)• Rewardsandcouponsarecapturedbyinteractingwithcharacters
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Rewardsarecollectedbytappingonacharacteroriconthatappearsonthemap.
ScenarioExamples
• Adrewardsandcouponsarepersonalizedtothecustomer’sprofile• Shoppersredeemtheircouponswhenpresentingatthecashdesk• Gamerulesarecustomizedbasedontheretailer’scustomerengagementstrategy
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TieredrewardsappearafterashopperacceptstoreceiveXcouponstoreachamilestoneandmotivatestocontinuediscoveringdeals
ScenarioExamples
• Differentcharactersappearonthejourneyshowingnewdealswithmorerewards• Themoreshoppersclickstogetoffers,themorerewardsaccumulate• Rewardspresentedatthecheck outareintegratedwiththePOSsystem
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Contacts: Prem Couture, [email protected]
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