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Target stores - Gamification in employee engagement - Manu Melwin Joy
- 1. Target Stores Case Study Gamification in Employee Engagement
- 2. Prepared By Manu Melwin Joy Assistant Professor SCMS School of Technology and Management Kerala, India. Phone – 9744551114 Mail – manu_melwinjoy@yahoo.com Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
- 3. Target Stores Case Study • One of the most classic examples of gamification is Target's approach.
- 4. Target Stores Case Study • Being a cashier can be a disconnected job--the only time you may get feedback is when your drawer count is off.
- 5. Target Stores Case Study • But what Target has done is engage employees by encouraging them to get in the flow when checking out customers by making it more game-like.
- 6. Target Stores Case Study • Target stores have implemented a little game cashiers play when checking people out.
- 7. Target Stores Case Study • It shows the cashier in red and green based on whether the item that was just scanned was done so in the optimum time.
- 8. Target Stores Case Study • Then they see their immediate score on screen and know how "in-time" they are with the ideal time.
- 9. Target Stores Case Study • This, according to Zichermann, illustrates a great point--that gamification isn't about turning everything into a game.
- 10. Target Stores Case Study • It's about using the best ideas from games, like loyalty programs and behavioral economics, to drive the behavior that businesses are looking for in their employees.
- 11. Target Stores Case Study • "The bias that people have to win something is how achievement- oriented people tend to view the world," says Zichermann.
- 12. Target Stores Case Study • People who are achievement- oriented want some sort of pay- off or prize, but people who aren't as achievement- or winning-oriented--which according to Zichermann, is the majority of people--are rewarded through a feeling that they control their own destiny.
- 13. Target Stores Case Study • Before, as a cashier, you didn't know how you were doing. You just checked people out and if you did something wrong, your boss would come and yell at you.
- 14. Target Stores Case Study • "The idea here is to bring the feedback as close to the action as possible and make the feedback as constructive and positive as possible," says Zichermann.