LoyaltyLion nominated for Best Use of Gamification: the role of ecommerce loyalty program gamification

In this blog we will take a look at the following points:

  • Loyalty program gamification: examples from leading ecommerce retailers
  • How Domino’s are using gamification to boost loyalty memberships
  • How Nike are gamifying shoe shopping to drive member engagement
  • How theCHIVE uses gamification to increase customer referrals

Loyalty program gamification: examples from leading ecommerce retailers

Gamification is not a new buzzword. However, we’re hearing it come up more and more in relation to customer loyalty. Retailers are continually looking for ways to differentiate their programs, and engage with customers in between purchases.

We’re excited to share the news that LoyaltyLion has been shortlisted as a finalist in the Best Use of Gamification category at the 2018 Loyalty Magazine Awards. We’ll have to wait a little while longer to see who the winner is on the night. While we’re waiting, let’s see how some of the biggest brands are using loyalty program gamification to drive engagement.

How Domino’s are using gamification to boost loyalty memberships

Domino’s are using gamification to extend their already significant member base. Those who are enrolled in the Domino’s reward program can now take part in new game, ‘Piece of the Pie Pursuit.’  The pizza-themed game gives players the chance to play for points that can be redeemed against free pizza. Domino’s are increasing their loyal customer base by giving members more fun and engaging opportunities to earn points that can be redeemed via their Pizza Profile.

How Nike are gamifying shoe shopping to drive member engagement

There are over 100 million members of Nike’s mobile loyalty program, NikePlus, and they spend four times as much as regular Nike shoppers. Nike has successfully grown their program so that it is about much more than just collecting points for purchases.  Members of NikePlus can access birthday rewards, event invites, VIP exclusives and sports playlists. Stepping things up a notch, Nike has also recently created a game for their members, allowing them to go on a virtual treasure hunt to find new shoe designs. Nike are driving engagement and repeat purchase by using gamification to transform simple shoe shopping into something that resembles a sport.

How theCHIVE uses gamification to increase customer referrals

TheCHIVE’s gamified loyalty program extends across three websites, enabling them to keep their loyal customers engaged across both the Chivery store, and theCHIVE blog. The program rewards a wide range of onsite activities including social sharing, photo uploads and customer referrals. Points earned from these activities are shown on a leaderboard, keeping up the healthy competition between loyalty program members. This acts as a great incentive for members to complete more onsite activities to get to the top of the leaderboard. However it also means that ‘Chivers’ earn more points which they can redeem at the Chivery shop at any point. TheCHIVE’s loyalty program gamification delivers 6% of annual revenue, and sees 6,000 referred visitors per month.

Introducing loyalty program gamification does not necessarily mean starting from scratch. It means looking at your existing program, and seeing where you could integrate gamification to motivate greater participation – whether that’s from your loyal customers, your at risk customers, or customers who have bought from you once and not returned. Read more about LoyaltyLion’s award-nominated work with theCHIVE here.

 

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