Gamification applies basic game thinking and game mechanics to a non-gaming context. Many gamification models reward users for participating, completing defined user tasks, or achieving goals. A great example is Foursquare, which awards points and perks for "checking-in" to places you go. Although some models introduce distinguishable game-related features, gamification of online shopping includes any type of game thinking applied to an online shopping model.
Gamification makes things fun because it taps into our basic human appetite for competition, stature, and social interaction. Rather than feeling tricked or manipulated, we feel a sense of control when participating in transparent game-oriented shopping. As a result, shopping becomes more exciting and rewarding, while increasing highly sought-after engagement and customer loyalty for retailers and brands.
Gamification, Coming to an Online Store Near You
Studying billions of users, Gigya found gamification increased consumer commenting by 13 percent, increased consumer sharing by 22 percent, and amplified content discovery to increase consumer activity feed engagement by 68 percent. Growth is predicted to increase in the gamification market from $421.3 million in 2013 to $5.5 billion in 2018 and according to Gartner, more than 70 percent of Global 2000 organizations will have at least one gamified application by 2014.
Studying billions of users, Gigya found gamification increased consumer commenting by 13 percent, increased consumer sharing by 22 percent, and amplified content discovery to increase consumer activity feed engagement by 68 percent. Growth is predicted to increase in the gamification market from $421.3 million in 2013 to $5.5 billion in 2018 and according to Gartner, more than 70 percent of Global 2000 organizations will have at least one gamified application by 2014.
The message is clear: if you want to win in online shopping, you must know how to play the game. Some forms of online e-commerce gamification are obvious, while others are unobtrusively built into a site's framework so you unconsciously participate in game thinking when buying. Below are five online shopping platforms uniquely integrating game metrics into the shopping experience.
1. Shopcade: Virtual Shopping Arcade With 'Trendsetter' Score
As the name suggestions, shopping platform Shopcade takes an arcade approach to online shopping. The social discovery site awards users trendsetter badges and scores based on engagement. Comparable to a Klout score, your trendsetter score fluctuates in relation to your social network interaction and on-site engagement with the brand. You increase your score by gaining on-site followers, inviting friends, and buying or adding products.
Unlike most discount shopping sites, Shopcade does not automatically apply product discounts. Instead it requires you to collect and cash-in points to redeem discounts. You can choose which products discounts are applied to and when your points are redeemed. Discounts expire however, and in true gaming fashion, you can purchase points via PayPal (like inserting more coins into an arcade game) to ensure your deal is obtained before time runs out.
2. Covet Fashion: Product Discovery Within a Virtual World
Crowdstar's Covet Fashion platform is a virtual environment for fashion competitions, real-life product discovery, and purchases. You can browse through luxe fashion products with your fully customizable avatar, and engage in a virtual world complete with locations such as Rodeo Drive, virtual currency, and an individual style score.
Crowdstar's Covet Fashion platform is a virtual environment for fashion competitions, real-life product discovery, and purchases. You can browse through luxe fashion products with your fully customizable avatar, and engage in a virtual world complete with locations such as Rodeo Drive, virtual currency, and an individual style score.
To play, you can style your avatar in outfits from a selection of over 1,000 items to win one of many occasion-themed challenges. The winner scores tangible brand merchandise.
We've seen avatar fashion sites before, but none incorporated gaming and e-commerce in a truly useful way for consumers looking to both try and buy online. Covet Fashion is the first platform to make discovery of purchasable name-brand fashion products obtainable in a virtual world. Each product is associated with a 'view online' option, which takes you directly to an e-commerce page to complete your purchase.
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