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A short intro to Gamification in Retail
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A short intro to Gamification in Retail

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  • http://insidefmm.com/2011/10/how-modcloths-be-the-buyer-program-crowdsourced-its-way-to-success/

A short intro to Gamification in Retail A short intro to Gamification in Retail Presentation Transcript

  • January 2013 Gamification A short intro to Gamification in Retail “designing for engagement”This presentation is partially based on Ken Werbach’s course at Coursera
  • What is gamification?The integration of the mechanics that make games fun andabsorbing into non-game platforms and experiences in order toimprove and engage participationPractical categories: External (for example, consumer engagement) Internal (for example, office incentives) Behaviour change (for example, fitocracy.com)
  • …and rememberNo point in gamifying unless it is effectiveGamification is great for motivation - fun ispowerful
  • Samsung Nation: Online community
  • Why Gamify? Engagement gap - The more people use it, the more fun it is Choices - Lack of variety, either you check-in or you dont Progression - Checking-in the hundredth time is like checking-in the first time Social - Relationships with friends Habit - "If you have to think each time, youre not going to do it all that much.“
  • Gamification hype Gartner hype cycle 2012
  • Successful Gamification: design rulesThe importance of balance Not too hard, easy, overwhelming, underwhelmingPlayer journey Onboarding - theres a beginning, a middle, and an end Scaffolding - an introductory task (how to do something, a deep learning process) Pathways to mastery - acquire and achieve a real skillsCreate an experience Don’t forget the fun!
  • LinkedIn: Onboarding throughgamification
  • Nike Plus: Making Fitness Fun
  • What things are fun?Winning CollectingProblem-solving SurpriseExploring ImaginationChilling SharingTeamwork Role PlayingRecognition CustomisationTriumphing Hanging out
  • Who are your players? http://frankcaron.com/Flogger/?p=1732
  • Asos: Sharing your outfit
  • It’s all about motivation http://www.slideshare.net/gzicherm
  • How to sell more computers?
  • Be the buyer
  • Be the buyer“..the BTB voters’ feedbackplays a huge role in theselection of styles we sell onModCloth and helps us makebetter decisions about howdeeply we buy into certainstyles.”
  • Gamification Design FrameworkDesign thinking principles D6 design framework:Purposive because it has a DEFINE business objectivesgoal DELINEATE target behavioursHuman centred (it is about the DESCRIBE your playersuser experience ) DEVISE activity loops.Balance of analytical andcreative DONT forget the fun!Iterative and focus on the DEPLOY the appropriate toolsplayer journey
  • Tools and Platforms
  • Gamification Risks“What we’re currently terming gamification is in fact theprocess of taking the thing that is least essential togames and representing it as the core of the experience.“PointsificationExploitationwarePrivacyGaming the game
  • Smart Gamification Player Business needs Smart Goals Gamification
  • Examples in retail: H&M
  • Examples in retail: Lookbook.nu
  • Examples in retail: Trendencias.com
  • Thanks! pablo.peris@raona.comhttp://twitter.com/pabloperis