Mastercard's guide on gamification strategies for loyalty is covering best practices and benefits.
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GLOGames are not only enjoyable but also gamification has evolved into a significant strategy for building customer loyalty, surpassing mere entertainment.
An integral facet of numerous effective customer interaction approaches today, gamification is gaining more prominence in loyalty initiatives due to its wide-ranging appeal and applicability across various sectors – spanning from wellness and dining to retail. By incorporating elements reminiscent of gaming, like accomplishing missions and accruing points, gamification introduces an enjoyable aspect to connecting with a brand. Whether it involves a consumer participating in a weekly educational game about their purchased car, enhancing their performance on a stationary bike, or receiving a promotional gift on their birthday month, these gamified experiences contribute to the brand-customer interaction.
Given the prevalence of conventional points-based loyalty schemes, the adoption of gamification strategies such as multi-stage challenges, games of chance, and mini-games aids brands in fostering engagement, gaining deeper insights into their customers, and distinguishing themselves from competitors.
Mastercard defines gamification as “the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals,” as previosuly outlined in Gartner Research’s 2022 report, “3 Ways Marketers Can Use Gamification to Level Up the Customer Experience.” Simply put, gamification is a fun and effective way to enhance customer engagement, encourage desired behaviors from logging into an app to willingness to try a new product or share a recommendation on social, all while keeping a brand’s name top of mind.
Recent privacy regulations now mandate that online platforms must offer consumers the choice to either agree to or decline the use of cookies. When loyalty programs are clear about their privacy practices and empower consumers with control over their data, individuals will interact with more confidence. Utilizing gamification presents companies with an avenue to not only confirm user consent but also present consumers with an exhilarating and interactive means to willingly furnish the data they are comfortable sharing.
The most effective gamification initiatives find the right equilibrium between easy participation, sustained and active involvement, and a sense of competition. Whether it takes the form of a lively spin-and-win with confetti or the routine bestowal of promotional discounts every week, these strategies ultimately compensate customers for their ongoing interaction with the brand.
Constructing a lasting rapport involves delivering a distinctive experience and tapping into the consumer’s inclination to partake in playful activities and be acknowledged, beyond the mere act of making a purchase. However, it’s imperative that gamification is executed thoughtfully and effectively.
