Leveraging gaming principals to create a pathway from digital to physical migration

Digital Marketing London - Gamification

Presented by Ben Salmon

April 18, 2011

AgendaAgenda

Market PrincipalsSolutions

& Ideas

April 18, 2011

Why now?

Amazon (live in 1995) is America's largest online retailer, with nearly three times the Internet sales revenue of the runner up, Staples, Inc.

SOURCE: Wiki

April 18, 2011

Consistency is key . . .

April 18, 2011

. . . but, not forgetting mobile!

“More users will likely connect to the Internet via mobile devices than desktop PCs

within 5 years”

SOURCE: MORGAN STANLEY

April 18, 2011

A need to leverage consumers . . .

SOURCE: Forrester

EarnedMedia

Ownedmedia

April 18, 2011

. . . and consumer experience is fundamental

SOURCE: Razorfish (Digital Customer Experience)

April 18, 2011

Consumers lack loyalty

Nearly 50% of new sign ups are lost within 1st month.

Just over 75% would have become

inactive after six months

And only

17% would be active after 12 months..

SOURCE: Partygaming

April 18, 2011

AgendaAgenda

Market PrincipalsSolutions

& Ideas

April 18, 2011

Measuring effectiveness to maintain engagement and growth

• Recency – How long ago did they visit?

• Frequency – How often did they come back?

• Duration – How long did they stay?

• Virality – How many people have they told about you?

• Rating – What did they explicitly say when asked about you?

SOURCE: E-score Gabe Zickerman & Econsultancy

April 18, 2011

What other elements are important?

• Engaging – it must be appealing and interesting

• Rewarding – gamers must feel they can obtain value or be recognised

• Interactive and social – gamers must have a say, have the ability to interact with others and see overall status/achievements

• Community – gamers must be able recruitment/refer to create awareness and a competitive environment

This should not be used as single silo’d approach to consumer engagement, it should compliment as part of the marketing channel mix

April 18, 2011

Vehicle for offline success

• Capture data to improve consumer experience, personalise offers and monitor E-score

• Set a goal which the game is focused on – loyalty redemption, education, exploration

• Have an offline theme, what is the core idea?

• Use Loyalty Redemption or Voucher system for personalised incentives and measurement of success

April 18, 2011

Underpinned by a robust customer strategy

April 18, 2011

AgendaAgenda

Market PrincipalsSolutions

& Ideas

April 18, 2011

Bookshop – Education

• Idea - Create a series of fun educational content. Each chapter is released based on research. Success is rewarded with a complete eBook.

• Goal – Engage the audience to understand popular content to drive consumers in-store for purchases

• Offline theme – A game based application using educational content. Levelling and awards are delivered based on successful answers, speed to complete and chapters are released based on votes.

• Measurement – Creation of unique codes to provide personalised, contextual recommendations for in-store discounts based on speed of completion and taxonomy derived subjects

April 18, 2011

Photography retailer - Hobbies

• Idea – Extend existing phone camera or photo editing capabilities to provide information on photography, success is rewarded with tips and additional “features and functions”.

• Goal – Educate the audience on photography and spark their interest in photography to go in store to find out more

• Offline theme – A paparazzi location based game, whereby the best photos are ranked, achievements and levels are unlocked by missions and location specific photographs and tasks.

• Measurement – Provision of discounts for specific photography courses or camera accessories/equipment in store. Use of “in app” functionality dictates recommendation (nearest store and product) and discount/incentive.

April 18, 2011

Location for offline convenience

• Idea – Use existing online gaming environment to reward players based on loyalty not churn (i.e. bonus models). Gamers are rewarded through a loyalty card which can be redeemed offline.

• Goal – Create a unique selling point of online to retail migration by allowing online gamers to redeem cash in store

• Offline theme – Using existing online games, continuous play (high E-score) is rewarded through a loyalty card. Loyalty bonuses could be applied at off peak periods or to incentivise re-engagement.

• Measurement – Loyalty card provides individual behavioural data, this can be used to identify potential effective redemption offer and influence playing behaviour

April 18, 2011

Every connection is a new opportunity™