Gamificatiom in E-Commerce (Xiao Chen)
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Since 2010, gamification has started being popularized as the next big thing. But it is not simply replicating game elements to manipulate the target audience. The key is to drive engagement and actions. Companies need to deeply appreciate the characteristics of the people and the culture, develop suitable playing fields and game mechanics, and design idealized user experience. In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. Firstly, factors that influence shopping motivation are analyzed, and the different applications of gamification for common purposes and for e-Commerce are compared. Secondly, a case study on gamification in the two biggest online ‘Shopping Sprees’ in China is presented. The detailed case study will inspire the attendees on how to define playing fields between player motivations and business objectives, how to choose game mechanics based on culture, and how to design game-like user experience to motivate the intended audience.
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Gamificatiom in E-Commerce (Xiao Chen)
- 1. Gamification in e-Commerce: Strategies to Motivate Consumers in Online Shopping Crazes in China by Xiao Chen ion_shaw@hotmail.com
- 10. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
- 11. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
- 12. “Gamification is the use of game elements and game design techniques in non-game contexts. ”
- 15. 12 Beauties of Prince Yong
- 16. 12 Beauties of Prince Yong
- 25. Gamification is not just borrowing game elements, the key is to motivate the target audience.
- 26. Check-In? No, to Get Blessing!
- 29. Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences
- 30. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
- 32. Gamification and Motivation Case Study: Motivate Consumers in Online Shopping Crazes in China Gamification in e-Commerce
- 34. Others Alibaba Group Alimama Ju Hua Suan eTao Tmall Alibaba. com Cloud Double 11 Promotion Alipay Taobao
- 35. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud Double 11 Promotion Double 12 Promotion
- 37. 1. Audience
- 38. 3 Categories of Customers
- 39. Ideal Consumers1 3 Categories of Customers
- 40. Ideal Consumers1 Potential Consumers2 3 Categories of Customers
- 41. Ideal Consumers1 Potential Consumers2 Hard to Obtain3 3 Categories of Customers
- 42. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low 1 3 Double 11 of Tmall Motivation 2 Motivation High
- 43. Motivation High Low Clear Purchasing Desire BlurShoppingAims 1 2 3 Double 12 of Taobao StrongWeak
- 48. On Line Game Company
- 49. Players pay us money to play games; people have to drag them away to stop them from playing.
- 50. The company pays the employees incomes…
- 51. But they run away from the offices right after 6:00 pm!
- 52. Let me manage the company like operating a game!
- 53. Employees’ Motivations Employers’ Objectives Work Efficiency → Career Development Daily Work & Projects
- 57. Employees’ Motivations Employers’ Objectives Daily Work & Projects Work Efficiency → Career Development
- 58. Employees’ Motivations Employers’ Objectives InnovationDaily Work & Projects Work Efficiency → Career Development
- 59. Employees’ Motivations Employers’ Objectives InnovationDaily Work & ProjectsProfessional Development Work Efficiency → Career Development
- 63. Consumer Motivations Purchase products with low price
- 64. Consumer Motivations Purchase products with low price Discover interesting on-line stores
- 65. Consumer Motivations Purchase products with low price Discover interesting on-line stores Enjoy the big shopping crazes
- 67. Business Objectives: Online Stores Increase volumes of trading
- 68. Business Objectives: Online Stores Promote their brands and stores Increase volumes of trading
- 69. Business Objectives: Online Stores Promote their brands and stores Increase volumes of trading Store clearance to sell products out of season
- 70. Business Objectives: Tmall Increase volumes of trading Help its online stores to spread their brands
- 71. Business Objectives: Tmall Stabilize its influence in eCommerce industry Increase volumes of trading Help its online stores to spread their brands
- 72. Business Objectives: Tmall Stabilize its influence in eCommerce industry Increase volumes of trading Help its online stores to spread their brands Increase advertisement income
- 73. Business Objectives: Taobao Increase volumes of trading Help its online stores to spread their brands
- 74. Business Objectives: Taobao Promote the mobile version of Taobao Increase volumes of trading Help its online stores to spread their brands
- 75. Business Objectives: Taobao Promote the mobile version of Taobao Increase volumes of trading Help its online stores to spread their brands Tao Gold
- 76. Business Objectives: Taobao Promote the mobile version of Taobao Spend the virtual currency Increase volumes of trading Help its online stores to spread their brands
- 77. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads Tmall’s Double 11
- 78. Consumer Motivations Objectives of Platform (Taobao) Objectives of Online Shops Discover / Promote Online Shops Spend Out Virtual Currency Promote Sales Business Objectives Popularize Designer Brands Purchase / Sell out Cheap Goods Taobao’s Double 12
- 79. Playing Fields
- 80. Playing Fields
- 81. Playing Fields
- 82. Playing Fields
- 83. Playing Fields
- 84. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads Achieve Business Objectives by Satisfying All of the Consumer Motivations Playing Field
- 85. Consumer Motivations Objectives of Platform (Taobao) Objectives of Online Shops Discover / Promote Online Shops Spend Out Virtual Currency Promote Sales Achieve Business Objectives by Satisfying All of the Consumer Motivations Playing Field Business Objectives Popularize Designer Brands Purchase / Sell out Cheap Goods
- 88. For Gamification in e-Commerce, Which Motivation Should Game Elements Align With? Intrinsic or Extrinsic? !
- 90. ! Bonus Reward:
- 98. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low 1 3 Double 11 of Tmall Motivation 2 Motivation High
- 99. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads
- 103. = 10 Yuan
- 108. Conclusion
- 109. Gamification for e-Commerce Platform Factors Challenge low Loyalty long and high Social Media medium Iterative Improvement keep improving User Experience, Visual Design medium Driving Factors virtual currency, levels, points, etc. Gamification in e-Commerce Promotions low high but no need to be long important no need, next time there will be a new one very important bonus
- 110. D D D D Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences
- 111. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R
- 112. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R
- 113. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R
- 115. Questions? Comments?