GAMIFIED RETAIL AT A GLANCE
Gamification integrates game elements and principles into non-game contexts, leveraging our innate drive to achieve, earn rewards, and stay engaged. In retail, gamification transforms routine activities into enjoyable experiences. This approach particularly resonates with younger audiences, who are drawn to interactive and rewarding shopping experiences.
77% OF GEN Z PLAYS MOBILE GAMES DAILY
GAMIFIED EXPERIENCES CAN BOOST CUSTOMER ENGAGEMENT BY 48%
Whether in-store or online, retail gamification delights customers, fostering robust brand-consumer connections.
IN-GAME EXPERIENCES
Fortnite: Nike Airphoria Collab
Nike collaborated with Fortnite to launch “Airphoria,” an immersive game map inspired by the Nike Air Max shoe design, while also releasing an exclusive Airphoria-inspired collection on its website. This partnership not only removed barriers to engaging with physical products culturally but also provided players with a new and exciting context to experience the brand, strengthening their connection to Nike and its products.
Roblox: Ikea’s ‘The Co-Worker Game’
This past June, Ikea unveiled its Roblox activation, allowing players to explore a dynamic virtual world and earn rewards for working in the digital store. This innovative experience is redefining retail experience for young audiences, giving users a unique way to engage with the Ikea brand.
Minecraft: Burberry Freedom to go Beyond
Minecraft’s collaboration with Burberry introduced an in-game quest that wove the brand’s history into the gameplay, featuring character skins inspired by Burberry and an exclusive capsule collection for purchase. This unique experience allowed players to immerse themselves in the brand’s story, sparking new customer interest and loyalty.
KEY TAKEAWAY #1: IN-GAME ACTIVATIONS ALLOW FOR BRANDS TO INCREASE BRAND VISIBILITY AND LOYALTY AMONG A YOUNGER AUDIENCE.
AR/VR
Walmart Realm: Virtual Shopping
Walmart recently introduced Walmart Realm, a virtual storefront that follows the style of a classic point-and-click game, letting users browse products with the help of influencers and collect “sparks” to unlock exclusive rewards. This experience aims to shape the narrative of Walmart being more than just a grocery store to Gen Z and Gen Alpha consumers.
Corona: Paradise Awaits Augmented Reality
To promote its Hard Seltzer, Corona launched the “Paradise Awaits” augmented reality experience. Interactive games lead to product recipes and prompt users to add a variety of Hard Seltzers to their cart. Targeting young consumers (of legal drinking age), this experience transports them to the paradise that the product evokes in a fun and interactive way.
KEY TAKEAWAY #2: IMMERSIVE DIGITAL EXPERIENCES BREAK THE MOLD OF TRADITIONAL SHOPPING BY ENGAGING YOUNG CONSUMERS THROUGH SENSORY-DRIVEN, INTERACTIVE JOURNEYS.
IN-STORE EXPERIENCES
Lacoste Superheroes Pop-Up Experience
During the holiday season, Lacoste launched its Superheroes pop-up, centered around an augmented reality game. Shoppers scanned an AR map in the surrounding area to discover virtual prize boxes containing vouchers, gift packs, full-size fragrances, and more. This immersive experience fostered a positive connection with Lacoste and its products during this peak shopping period.
Sk-II: House of Miracles Pop-Up
SK-II’s House of Miracles integrated WeChat, allowing shoppers to learn about their skin via the app. As they moved through the pop-up, they collected personalized ‘miracles,’ which they displayed on the LED screens outside the space. This digital-to-real interaction deepened their connection with the brand, bridging digital exploration with real-world engagement.
KEY TAKEAWAY #3: GAMIFIED POP-UPS DEMONSTRATE THE POWER OF BLENDING TECHNOLOGY WITH PHYSICAL RETAIL TO CREATE ENGAGING AND PERSONALIZED EXPERIENCES.
FINAL TAKEAWAY
Gamification in retail enhances the shopping experience by immersing consumers in brand stories and products, particularly appealing to younger audiences.
Through in-game activations, AR/VR experiences, and gamified pop-ups, brands can create interactive and personalized journeys that increase customer engagement and loyalty.
Gamification is revolutionizing retail, transforming shopping into immersive adventures that captivate and connect with consumers, ensuring a memorable and rewarding experience for all.
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