The Power of Play: Gamification Changes Customer Engagement
Before you leap headfirst into the mobile app phantasmagoria, note that mobile analytics firm Localytics has found that 26 percent of apps are only used once after being downloaded. The Domino's portfolio of mobile apps is one that combines brand, business and the customer experience – the essential elements for a big digital win.
As with any customer engagement strategy, it’s all about context. Marketers must always start with a rich understanding of customers’ needs, wants and expectations of the brand, across all channels. I don't know that you can start out thinking, "We need a mobile app game." Start out thinking about customer engagement — what will motivate people to engage with the brand and solution? What content will provide utility, guidance and assistance to resolve some real challenge? When the answer is, "Play a fun game to learn more" or "Interact with other customers to increase loyalty," then the answer might be a new gamified mobile app. The crux is providing an experience that delights.
As integrated and data-driven marketers, we have the opportunity to gamify aspects of other channels, even if a standalone game does not make sense. Gaming can reshape how people learn about your products and solutions, and engage them in dense information that is important to learn. Even the ubiquitous infographic uses gaming philosophy - engagement happens when the user is forced to seek and find the facts, and become interactive with the content.
Games do not have to be an app. Interactive elements with gaming features can work well in e-commerce when there is already brand loyalty. Clothing company Moosejaw gamified the way it engages loyal customers by offering items for low prices that went up throughout the day, creating a sense of urgency for consumers to buy. It also included ways for consumers to score better deals by inviting friends and posting socially. The company reports that when the tool was launched, in less than 15 minutes, Quikly sold more than 500 $10 Moosejaw gift cards. Consumers then took those $10 gift cards and, on average, made purchases of $66, a 560 percent return on investment.