Gamification and the online retail experience

Abstract

Purpose: As online retailing grows in importance there is increasing interest in the online customer experience. The purpose of this paper is to explore the role of gamification, the use of game mechanics, in enabling consumer engagement with online retailers.Design / Methodology / Approach: The research adopts a qualitative methodology carrying out 16 in-depth interviews with individuals who are frequent online shoppers. Findings:Findings support the importance of including game elements to enhance the retail experience. However, data also suggests that without appropriate management customers can subvert gamification strategies to create their own 'games', increasing competitive pressure between retailers.Practical Implications: The paper suggests ways in which retailers might successfully 'gamify' their online retail stores and reduce incidences of undesirable customer behaviour.Originality / value: This paper provides empirical support to the current paucity of research into the role of gamification in the context of the online retail experience.

Trends in retail pricing: A consumer perspective

“…Gamification is the process of adding mechanics to processes, programs and platforms that would not traditionally use such concepts (Swan, 2012). As Insley and Nunan (2014) highlight, gamification in the retail sector is changing the whole concept of being online utilising cocreation and new experiences. For example, popular websites such as www.facebook.com or www.instagram.com all incorporate game elements to engage with customers through reward mechanisms or online shopping as an entertainment activity.…”

“…The use of gamification in marketing has been driven by the observation that games engage people, and that this engagement is sustained over a period of time. According to Insley and Nunan (2014) a number of authors have considered the potential benefits that gamification could bring to business processes pondering what if you could reverse engineer what makes games effective and graft it into a business environment. Insley and Nunan (2014, p. 349) state:…”

Die Nutzung mobiler Shopping Apps im Kaufprozess

“…Durch die Integration von Spielelementen in die mobile Interaktion lassen sich spannende Erlebniswelten aufbauen, um beispielsweise positive Emotionen, Weiterempfehlung, das Teilen von Inhalten in sozialen Medien oder allgemein die Auseinandersetzung der Kunden mit dem Händler zu fördern. Gamification kommt dem Wunsch vieler Konsumenten entgegen, das Smartphone zur Unterhaltung und Entspannung zu nutzen , und faszinierende Spielelemente besitzen das Potenzial, die Kundenloyalität zu erhöhen (Insley/Nunan 2014;Li et al 2012). Unternehmen wie Nike und Starbucks konnten durch Gamification bereits große Erfolge erzielen.…”

Gaming and gamification of pricing

“…Gamification is the process of adding mechanics to processes, programs and platforms that wouldn't traditionally use such concepts (Swan, 2012). As Insley and Nunan (2014) highlight, gamification in the retail sector is changing the whole concept of being online from co-creation and new experience. Retailers are working to make shopping more fun via 'shoppertainment'.…”