Gamifying Enterprise e-Commerce Applications

Vishal Bisht
www.marksmantech.com
Gamifying Enterprise
e-Commerce Applications
Does it work?

© marksman™ | 2013
Agenda
 What is Gamificaion
 Why Gamification
 Gamification in e Commerce
 Best Practices & Success Stories
 Conclusion

What is Gamificaion
Gamification is the use of game thinking
and game mechanics is a non-game
context in order to engage users and
solve problems.
wikipedia

What is Gamificaion
Gamification and game apply the
exciting , productive , addictive aspects
of game play to non game activities.

Why Gamificaion
 Gamification focuses on activities that
are self motivated and generate intrinsic
rewards, which are a renewable
resource.
 Extrinsic rewards(cash offers,
discounts) may work in the short term
but are difficult to sustain unless aligned
with intrinsic rewards.

Why Gamificaion
 By 2014 more than 70 % of Global
2000 organization will have at least one
gamified application.
 By 2014, 80 % of current gamified
applications will fail to meet business
objectives , primarily due to poor design.
Gartner Inc

Gamificaion in e Commerce
Goal of eCommerce
Visits Converts in to Sales

Gamificaion in e Commerce

The Magic of Games
 "Games are unnecessary obstacles that
we volunteer to tackle"
Bernard Suits
 "Games are work we volunteer for"
Jane McGonigal
 "A game is a problem-solving activity,
approached with a playful attitude"
Jesse Schell

Motivation
Motivation is a psychological feature
that arouses an organism to act towards
a desired goal and elicits , controls , and
sustains certain goal-directed behaviors.
Wikipedia

More Motivation Theory
Intrinsic Rewards
(self motivation)
Create tasks
Flexible thinking
Thoughtful solutions
Extrinsic Rewards
(carrot/stick)
Prescriptive tasks
Rote tasks
Work faster

Gamification Principles
Drive user rewards and incentives where
 User feel invested
 User have long term goals
 Content and activity are rewards in and
themselves

Gamification Principles
Creating Intrinsic Rewards
 Satisfying the work with meaningful
rewards
 The experience or hope of being
successful
 Stronger social connectivity
 Meaning to be a pat of something larger
than ourselves

Game Mechanics & Elements
 Points , Badges and Leaderboard
 Avatars
 Status
 Progress Bars / Levels
 Achievements
 Rewards
- Tangible / Intangible

Gamification Design Framework

Gamification Design Framework
 Define business objectives
 Delineate target behaviors
 Describe your players
 Devise activity loops
 Don't forget the fun
 Deploy the appropriate tools

Gamification and Loyalty
 Gamification provides a framework for
designing your user experience to increase
loyalty
 It allows user to link their online
experiences together and work towards a
goal

Traditional Loyalty Programs
 Based on repeat purchases
 Relies on extrinsic rewards
 Modifies user behavior but not intent

The future of loyalty is Social
 Create a meaningful relationship between
you answer your customer - between
purchases
 Influence behavior and create intent

Convert Visitors in to Leader
Visitor
Contributor
Leader
 Visit & Write Reviews POINTS
X
 Visit & Write Reviews
 Answers - Questions
POINTS
X+
 Visit & Write Reviews
 Answers – Questions
 Share
(Facebook , Twitter , Linkedin.. etc)
POINTS
X++

What does Gamification Deliver
- Deepens Engagement
- Create Loyalty
- Increases Revenue

What does Gamification Deliver
- Content Volume
- Content Quality
- Social Sharing

Best Practices & Success Stories
eBay
www.ebay.in
Case 1
Gamify :
Competitive Bidding and Feedback System

OutcomeCase 1
Ownership & Possession - The power of eBay is that buying items on eBay isn‟t just
a “purchase” - If you were to just think of creating an ecommerce store, it‟s not
necessarily intuitive to have a competitive bidding system, real-time feedback, and
stars for leveling up that eBay introduced.
Development & Accomplishment - but when you buy something on eBay, you felt
that you WON! Even though you might have paid 10% more compared to what you
initially wanted to pay, you felt that you beat the other bastards who were bidding
against you, sealing your victory.

Linkedin
www.linkedin.com
Case 2
Gamify : Personalization

OutcomeCase 2
For LinkedIn, its product is only as good as the quality of the data that its members
upload.
So to encourage users to maintain accurate profiles it gives you a different status
based on the amount of data you‟ve included.
This is obviously only a small feature, but it‟s one that could be implemented on
ecommerce sites to encourage customers to part with more personal data.

Nike
www.nike.com
Case 3
Gamify : Winter’s Angry Campaign

OutcomeCase 3
Decent example of how a brand can use an online game to drive awareness of its new
product range.
Back in 2011 Nike created an online game in which players had to help athletes stay
warm while they trained outside in the cold.
A leaderboard tracked the highest scores in the „Winter‟s Angry‟ campaign as entrants
competed for a trip to meet one of the athletes.

Teleflora
www. teleflora.com
Case 4
Gamify : Engagement Platform

OutcomeCase 4
US florist Teleflora gamifies its entire store and offering points for actions including user
reviews, comments, answering other customer queries and posting on Facebook. There
are additional points on offer if you are the first person to review a product or answer a
question in the user Q&A section.
As a result of its social program, referral traffic from Facebook increased by 105% and
there was a 10-fold increase in the number of pictures and videos being uploaded. Most
importantly though, Teleflora‟s conversion rate improved by 92%.

Zappos
www. Zappos.com
Case 5
Gamify : Culture and Customer Service

OutcomeCase 5
At Zappos, the world‟s largest online shoe store, company culture and core values are
believed to be the keys to its phenomenal success. An integral part of this philosophy
is the belief that individuals that have fun on the job tend to be more creative and
productive. Also, that work and play are actually intertwined. Based on these beliefs,
activities that seem unrelated to work actually build excellent working relationships.
This “culture of play” at Zappos has proven to work in getting people to unite and stay
together in pursuit of a common goal, especially when they are encouraged to laugh
and go beyond superficial tasks.
Zappos customers feel the fun in the culture of the company, and buying items or
dealing with customer service become a joyful ride instead of a senseless grind.

Woot
www. Woot.com
Case 6
Gamify : Daily Deal System

OutcomeCase 6
Unpredictability & Curiosity, as well as Scarcity & Impatience
The online retailer, Woot offers only one initial product per day in limited quantities at
a special sale price. A new product will be offered only after the supply of the first
product has been exhausted, or by 12:00 AM Central Time. Each day people will
wait for the next product to be introduced, often at the midnight hour.
Since each product is limited and unknown beforehand, there are a combination of
factors which influence the site‟s shoppers.

Jillian Michaels
www.jillianmichaels.com
Case 7
Gamify : Workout Plans

OutcomeCase 7
Fitness guru Jillian Michaels gamifies her workout plans by awarding badges to
users who stay on track and complete their goals.
As we all know, fitness plans tend to start with gusto and peter out within a
couple of weeks, which is bad news for a business that relies on people staying
the course.

Dropbox
www.dropbox.com
Case 8
Gamify : Engagement Platform

OutcomeCase 8
Cloud storage supplier Dropbox has included an element of gamification in its platform
by offering additional storage space if users complete certain tasks. A free account
gives you access to 2GB of storage, but you can earn an extra 250MB just by taking a
tour of Dropbox‟s services.
There‟s also 125MB up for grabs for connecting your account to either Twitter or
Facebook, following Dropbox on Twitter or leaving feedback.
But the biggest rewards are reserved for referring friends – 500MB for each referral up
to a maximum of 16GB.

Conclusion
Increasing conversion rates on our eCommerce websites is the ultimate goal.
Gamification is a rather unique way of doing this, The idea is that by adding gaming
elements to the sales process, such as small challenges and rewards, you can
increase customer loyalty and advocacy.
As in every game or competition, the participants have to be motivated by a
worthwhile reward. It‟s also true that the greater the reward, the more you can ask
people to do to earn the reward.
marksman - Can help to
Gamify your e Commerce Business

Vishal Bisht
Enterprise – Technology Expert
vishal@marksmantech.com
91-9810387898
@marksmantech
Marksman Technologies Pvt Ltd
A – 60 , First Floor , Sector – 58 , Noida , Delhi – NCR, 201301
P : +91-120-4287898
W : www.marksmantech.com

Gamify your e Commerce Business
With
marksman

References
Books
 Changing the Game
David Edery and Ethan Mollick
 Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps
Gabe Zichermann and Christopher Cunningham
 Designing for the Social Web
Joshua Porter
 A Theory of Fun for Game Design
Raph Koster
Links
 Enterprise-gamification.com
 Gamification.co
 Gamification.org
 Yukaichou.com
 Wikipedia.com

Gamifying Enterprise e-Commerce Applications

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