In the past
decade eCommerce has experienced exponential growth, in large part because of mobile
technology advancements. The term m-commerce or mobile commerce, has been born
because shopping can take place easily via mobile device. By 2017, m-commerce sales in
the United States is estimated to gross $108 billion—a feat that has been fueled by
mobile and social gaming.
Mobile and
Social Gaming
Our world is
undergoing major mobilization. Connected devices like tablets, smart phones and
emerging wearables dictate how we work, play and communicate. With this vast
adaptation of a smart-enabled life, mobile gaming has been popularized. Playing
games on the iPhone during the morning, during an after-work commute and every stray moment in between is second nature, and more often than not these games have a social component. It’s the best of
both worlds for users of all interests. Entertainment and social connection meet with social gaming.
The video
gaming industry is booming, projected to be a $100 billion industry by 2017 thanks to the highly engaging
platform mobile
has provided. Enter retailers and merchants who see this huge opportunity to
digitally implement gamification in shopping—a strategic convergence between
retail and mobile/social gaming has helped boost e/m-commerce sales.
Mobile and
Social Gamification of Shopping
Gamification
simply means implementing the principles and designs of games into an
environment that normally doesn’t house these components. In terms of mobile
shopping, gaming is included in a multitude of ways and a social aspect has
also been added to the party.
One way gaming
has become a shopping experience is through actual games themselves. Because of
the access businesses have to consumer data, they are now able to promote their
brand via targeted mobile game applications their users are likely to be on. For example,
a banner ad geared towards moms could drop into a mobile game that attracts
that particular user demographic. If an ad is highly relevant, a player is
likely to click on it, take a quick break from their game and continue shopping.
Another
strategy that integrates gaming concepts into mobile shopping is the use of
social sharing. A brick-and-mortar store could encourage someone to ‘check-in’
on Facebook for a 25% discount. Both parties benefit because the user's activity
shows up in their newsfeed for their friends to see and the individual gets a deal.
Rewards can enter the fray seamlessly on mobile as well. Online shoppers can collect points via the shop’s mobile app
when they buy an item orwhen they invite their friends to
download the app. It’s ultimately a continuous purchase cycle that encourages
customer loyalty and gains new customers through word-of-mouth.
Last but certainly
not least, stores are becoming more and more creative with how they integrate
gaming within their mobile sites and applications. Bonobos was one brand that truly captured
the idea of gamification in eCommerce. The store put on an online scavenger
hunt where people were told to explore their site to find a man wearing the
brand’s signature pants. The first 50 people to find the model were gifted with a gift card. Not only did the strategy get people on the store’s website, it
made them interact and get to know the style and clothes it had to offer in an
indirect, natural manner. Customers were likely to interact even more because of the competitive nature of the exercise.
The increasing
use of mobile and social has led the growth in eCommerce. Stores are getting increasingly
innovative in the ways they engage, and are able to capture beneficial
information about their current and potential customer because of now-available
analytics.
Shopping in a digital world has become easier and more
enjoyable than ever.
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