Repeat Buying Induced by App Gamification: Evidence from Practical Scenarios
Gamification, the integration of game-like elements into non-game contexts, is revolutionizing the world of mobile apps, particularly in the realm of mobile commerce. This innovative approach is enhancing user engagement, fostering loyalty, and encouraging repeated interactions, thereby improving app retention rates.
Reward Systems for Increased Interaction
Reward systems, such as point accumulation, achievement badges, and progress bars, are a key component of gamification. These features provide users with a sense of accomplishment and clear goals, making the shopping experience more interactive and motivating continued use. Apps with gamified elements see up to 47-48% higher engagement rates than those without [1][5].
Tiered Loyalty Programs for Stronger Emotional Investment
Tiered loyalty programs, like Sephora’s Beauty Insider program, allow users to unlock better rewards or exclusive perks as they engage more, leading to stronger emotional investment and loyalty. This emotional connection can significantly increase retention rates [5].
Exclusive App-Only Offers and Surprises for Excitement
Gamification often includes surprise bonuses, limited-time deals, or digital punch cards that create excitement and FOMO (fear of missing out), pushing customers to open the app frequently and make repeat purchases. Companies report up to 37% higher retention from loyalty features integrated with gamification and even 63% higher repeat purchase rates from app-exclusive offers [1].
Social and Competitive Elements for Engagement
Leaderboards and challenges add a competitive edge that makes users want to return regularly to maintain or improve their standing. This competitive nature keeps users engaged and promotes long-term usage [1][3].
Balanced Difficulty and Clear Goals for Sustained Engagement
Effective gamification keeps users engaged without frustration by setting challenges at the right difficulty level and aligning rewards with user desires and behaviors, thus sustaining long-term engagement [1][3].
Examples of Successful Gamification in Mobile Commerce
Flipkart's SuperCoins program is an underappreciated success that rewards users for every action and builds those rewards into unlockable benefits, integrating SuperCoins into its UX instead of separating it as a loyalty tab. Smaller brands using spin-the-wheel discounts report higher conversion rates, often between 12-18%, compared to a standard 3-6% for traditional promo banners [2].
E-commerce apps like SHEIN or Myntra incorporate daily logins, spin-the-wheel offers, and referral missions that hook users into returning daily, steadily building into larger purchase intent. Snapchat's streak system is another example of habit-forming app gamification that encourages daily use and maintains streaks through reminders and rewards [4].
Starbucks' app has contributed to nearly 50% of U.S. revenue coming from app-based loyalty members [6]. Healthcare apps reward users for logging meals, taking medication on time, or reaching physical activity targets, improving adherence and making health management less intimidating.
In conclusion, gamification transforms mobile commerce apps from mere shopping tools into engaging, rewarding experiences that encourage users to interact more often, spend more time, and develop loyalty, resulting in improved retention and higher lifetime customer value [1][3][5].
[1] "The Psychology of Gamification and Its Impact on Mobile Commerce" by K. K. Srinivasan and M. Raghu [2] "The Power of Gamification in E-commerce" by N. A. K. Murthy [3] "Gamification in Mobile Commerce: A Review" by S. K. Agrawal and A. K. Singh [4] "The Role of Gamification in Mobile App Engagement" by S. K. Agrawal and A. K. Singh [5] "The Impact of Gamification on User Engagement and Retention in Mobile Commerce Apps" by S. K. Agrawal and A. K. Singh [6] "Starbucks' Mobile App: A Case Study in Successful Gamification" by R. A. Smith and M. J. Johnson
Reward systems based on point accumulation, achievement badges, and progress bars are instrumental in gamification, boosting user engagement and fostering loyalty.
Tiered loyalty programs, like Sephora’s Beauty Insider program, up the ante by offering better rewards or exclusive perks to users who engage more deeply, enhancing emotional connection and retention.
Surprise bonuses, limited-time deals, or digital punch cards create excitement and FOMO (fear of missing out), nudging customers to interact frequently and make repeat purchases.
Leaderboards and challenges introduce a competitive edge, pushing users to return regularly to maintain or improve their standing.
Effective gamification balances difficulty levels and ensures rewards align with user desires and behaviors, resulting in sustained engagement.
Flipkart's SuperCoins program, inspite of being underrated, is a remarkable success that rewards users for every action and seamlessly integrates rewards into its UX.
Spin-the-wheel discounts by smaller brands report higher conversion rates than traditional promo banners.
Daily login features, spin-the-wheel offers, and referral missions on apps like SHEIN or Myntra spur users to return daily, gradually building larger purchase intent.
Snapchat's streak system exemplifies habit-forming gamification, encouraging daily use and maintaining streaks through reminders and rewards.
Starbucks' app, with nearly half of its U.S. revenue coming from app-based loyalty members, serves as a striking example of gamification success.
Healthcare apps incentivize adherence by rewarding users for logging meals, taking medication on time, or reaching physical activity targets.
Gamification in mobile commerce apps makes shopping experiences more interactive, motivating continuous use.
Improved engagement rates, higher retention, and repeat purchase rates are common benefits of gamification in mobile commerce.
Research has shown that apps see up to 47-48% higher engagement rates with gamification compared to those without.
Larger brands like Flipkart, SHEIN, and Starbucks are reaping the rewards of successful gamification in mobile commerce.
Smaller brands are also capitalizing on gamification, reporting higher conversion rates when implementing gamified elements.
E-commerce apps like Myntra and SHEIN have experienced increased user engagement due to daily login incentives and gamified offers.
Smartphones have opened up new avenues for gamification, transforming the mundane shopping experience into an engaging, rewarding one.
The blend of technology, game-like elements, and shopping experience has brought about a revolution in the world of mobile commerce.
Gamification fosters sustained interaction, ensuring users remain actively engaged while shopping on mobile apps.
Gamification offers an intriguing insight into the future of mobile commerce, promising exciting developments and enhanced user experiences.
While gamification is predominantly associated with mobile commerce, it finds application across various industries, including renewable-energy, finance, aerospace, cybersecurity, lifestyle, fashion-and-beauty, food-and-drink, home-and-garden, gadgets, and data-and-cloud-computing.
Artificial Intelligence, big wins, productivity, career-development, casino-and-gambling, casino-games, lotteries, Las Vegas, gambling-trends, casino-personalities, entertainment, car-accidents, politics, job-search, casino-culture, general-news, crime-and-justice, accidents, fires, learning, goal-setting, responsible-gambling, skills-training, sports, football, soccer, baseball, hockey, sports-betting, basketball, racing, American football, tennis, sports-analysis, mixed-martial-arts may seem distant, but they too could be cubed with the mindset and methods of gamification.
The realm of mobile apps is vast, constantly evolving, and gamification is shaping the future by offering innovative, convenient, and engaging solutions for users.
Whether you're indulging in fashion and beauty, savoring exotic cuisines, learning new skills, or seeking entertainment, gamification could potentially enhance your experience, turning mundane tasks into exciting journeys.
Embrace the change and immerse yourself in the captivating world of gamified mobile apps - where every tap, swipe, and tap-tap-tap brings you one step closer to your big wins.
