Red Light..Green Light..Go! Ahh the days of playing games as a kid with your friends at the local park. As adults, we look to fill the void between work and catching up with the latest news. As a result, social gaming has exploded and continues to have tremendous growth. If you really look around at what people are doing on their smartphone, whether young or old, it’s all about gaming. Companies are now realizing this is a great opportunity to engage their customers and entice them to make purchases. This brings us to Ecommerce Gamification, which takes typical video game mechanics and applies them to user engagement. These sites look to increase sales by tapping into our competitive nature and desire for rewards.
In a recent Gartner study, the firm projects that 40 percent of Global 1000 organizations will use gamification some way in their business operations by 2015. Lets take a look at some ecommerce sites that are making it fun to shop.
Drop ‘Til You Shop works like an online clearance rack where you fight through the crowd to grab the products with the best prices. The site posts three deals at a time while shoppers watch as the prices drop, and compete against others to grab the best deal. This is very fun and rewarding for shoppers as they feel they got a good deal and they earned it. In the video below you can see how it works:
Here is CEO Nick Rosenthal’s take on the site experience: “The site is driven by the fact that any one user is affecting everyone else’s experience live, no matter what they’re doing on the site, It really is a multiplayer game.”
Nike created a gaming campaign to market their new winter clothing line in which players had to help athletes stay warm while they trained outside in the cold. A leaderboard was used to track the scores, and the highest entrants competed for a trip to meet one of the athletes that starred in the game. This fun and innovative game also allowed users to purchase the items in the new Nike line. This is a great example of using the nature of competition and technology to drive brand awareness.
3. Best Buy
Electronics retailer Best Buy teamed up with gaming company Zynga to place a store in their popular game Cityville, which is played by over 70 million people. For a week Zynga allowed users to place a Best Buy store in their own city. Players who added Best Buy could collect bonuses ranging from high payouts, extra points and energy, as well as five special collection items. Also if a player was successful in collecting these items – a smartphone, refrigerator, TV, DSLR camera, and a Deal of the Day badge – they were rewarded with a special Best buy decoration that would be a permanent fixture in their city, such as a statue or a wifi robot. When players see others collect virtual tech products, other players also will want them. This is another example of creating brand awareness by tapping into the competition we are all born with.
Gaming is quickly becoming a part of people’s everyday lives, particularly people with smartphones and tablets. It makes sense that even online shopping could become swept up in this trend. We’re excited to see what comes next in ecommerce gamification. How about you?