The document discusses using gamification in retail through a mystery shopping program called "The Hunt". The Hunt was a 5 week program across 100 stores that challenged 1,000 salespeople to identify a "Mystery Man" customer through clues. Employees became more alert and engaged customers more. As a result of The Hunt, sales increased 4.7% for the retail organization and both employees and customers had more fun and engagement with the shopping experience.

1. Michiel van Eunen
Imagineer Gamification Expert Experience Maker
www.linkedin.com/in/michielvaneunen
www.twitter.com/michielvaneunen

2. Gamification in Retail
Michiel van Eunen

3. Mysteryshopping

4. Mysteryshopping
Reports
+ -
‘We’re doing great!
We don’t need to change’
‘Oh, that’s just a one-time
sample. Normally we’re
doing great.
We don’t need to change’

5. Mysteryshopping
Visits
More fun
More engaging
More effective
Make it a Game

6. The Hunt
5 weeks
100 stores 10/10
1 launch
event
1000
sales people
5 Visits by the Mystery Man
Mission: Reveal the Mystery Man
Can be ANY customer
Greet Approach Codeword
Intranet
Leader
bords
Hints Field
reports

7. The Hunt
Results
Became very alert:
Greeting 48% -> 89%
Approached more customers
Had more contact with
other stores
Had more fun
Became more creative and
social in their salesconversation
Sales people
Sold more
Mysteryshoppers
Had more fun
Shared great
stories
‘Regular’ Customers
Got more attention
Bought more
Retail Organization
Saw increase in
turnover of 4,7 %

8. Gamification in Retail
Michiel van Eunen

9. Michiel van Eunen
Imagineer Gamification Expert Experience Maker
www.linkedin.com/in/michielvaneunen
www.twitter.com/michielvaneunen