[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
A brand that can maintain its profitability over the long term is a brand that knows<\/span> how to engage its customers.<\/b> Engagement (i.e. the depth, quality and frequency of interactions between a company and its audience) is the primary indicator of commercial performance.<\/span> <\/p>\n It’s engagement that boosts a brand’s visibility, converts prospects into customers and, above all, builds loyalty. Engaged customers (particularly through gamification mechanisms) are <\/span> more likely to buy regularly <\/b>from the same brand, recommend it to friends and family, etc.<\/span><\/p>\n To activate the neurons in our brains and engage their customers effectively, brands can rely on Playable Marketing. By taking up the elements traditionally associated with games (points, competition, progression from one level to the next), brands can <\/span> optimise the purchasing journey<\/b> and boost their revenue.<\/span> <\/p>\n In this article, we explain how you can make the most of the <\/span>advantages of playable marketing<\/b> at every stage of your customer journey!<\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Whether in<\/span> education<\/span><\/span>, healthcare or marketing, organisations are all looking for effective tools to<\/span> capture and maintain the attention of their audience.<\/b> Gamifying the way they speak to their audiences is a highly relevant strategy for achieving this objective.<\/span><\/p>\n Why ?<\/span> It’s all in our brains<\/b>. Lors de la phase de d\u00e9couverte, lorsqu\u2019un consommateur commence \u00e0 se familiariser avec une nouvelle marque, les \u00e9l\u00e9ments emprunt\u00e9s au jeu permettent par exemple d\u2019am\u00e9liorer la r\u00e9tention d\u2019information. <\/span><\/p>\n Neuroscience has shown that<\/span> gamification acts as a catalyst<\/span><\/span><\/span><\/a> for hippocampal memory, which<\/span> encourage the store of new data<\/b> in long-term memory. We also know that our brains are more likely to retain information when it is associated with positive experiences. <\/span><\/p>\n During the consideration phase, when consumers are comparing a brand’s offer with that of its competitors,<\/span> gamification can play the role of a differentiating element.<\/b> The fun aspect, as well as the opportunity to unlock rewards, strengthens customer commitment and encourages them to make a purchase.<\/span> <\/p>\n In fact,<\/span> Gamification releases dopamine,<\/b> a neurotransmitter that creates positive associations when we win something or achieve a goal. The feeling of happiness and satisfaction increases. We are therefore much more motivated to buy from a brand that offers a gamified buying experience. Playable marketing is therefore a powerful <\/span>loyalty-building lever<\/span><\/span><\/a><\/span> .<\/span> <\/p>\n By<\/span> increasing the number of interactions between the customer and the company,<\/b> gamified marketing campaigns also enable more comprehensive data to be collected. This information gives the brand a much more detailed understanding of the needs, preferences and motivations of its audience. The brand can use this information to optimise the buying process, improve the customer experience and even perfect its products. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n One of the key mechanisms in gamification is the engagement loop<\/span>. Les utilisateurs sont motiv\u00e9s \u00e0 effectuer une action <\/b> (e.g subscribing to a newsletter, buying a new product or leaving a review) because this action unlocks a reward. With each new action, customers can access even more interesting prizes. This strengthens their bond with the brand and their feeling of belonging to its community. Gamification also activates the reward circuit. it makes customers want to prolong their interaction with the brand (in particular by continuing to consume) in order to conitnue to reap the benefits. <\/span><\/p>\n The reward, but also the recognition offered by the brand (via a badge for its most loyal customers or access to a VIP club) becomes<\/span> a motivating factor in itself.<\/b> And the commitment loop starts all over again.<\/span> <\/p>\n This is why Playable marketing is not just about converting new customers. More importantly, <\/span> it builds loyamty among customers who have already bought<\/b> from the brand and boosts their Lifetime Value. brands that make good use of gamification to optimise their customer experience and their buying journey will see <\/span>their incomes increase<\/a><\/span><\/span><\/span> significantly.<\/span> <\/p>\n For example, with its gamified application <\/span>Run Club<\/span><\/span><\/a>, Nike has increased its cusotmers’ sense of belonging. <\/span>It encourages more frequent interactions<\/b> and<\/span> a higher re-pruchase rate.<\/span> The same goes for Starbucks, whose loyalty program consists of accumulating points to move up to higher levels. This program <\/span>has generated 40% of the company’s revenues <\/span><\/span><\/a>and a 7% increase in sales in 2019.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Interactive marketing formats and the gamification of marketing content enable companies to optimise their purchasing paths. However, simply introducing game elements is not enough to <\/span>move a prospect up the conversion funnel. <\/b><\/p>\n Here are the best practices to keep in mind to <\/span>maximise conversions<\/span><\/span><\/b><\/a> thanks to Playable marketing.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The first step in designing a gamified shopping experience is to understand your target audience, what they are looking for and what motivates them. This in-depth knowledge is facilitated precisely by gamification <\/span> (as a tool for data collection and enrichment)<\/b><\/a><\/span><\/span>). Les marques peuvent en effet r\u00e9colter des donn\u00e9es qualifi\u00e9es issues de formulaires de participation, ou directement via l’exp\u00e9rience de jeu (par exemple en faisant choisir \u00e0 son audience son produit pr\u00e9f\u00e9r\u00e9 etc) <\/span><\/p>\n Using the data at its disposal,<\/span> the company will be able to adapt its interactive animations<\/b> to the needs of its customers. It’s also a good time to <\/span>segment the data collected<\/span><\/span><\/span><\/a> in order to personalise and<\/span> boost the performance of its campaigns<\/span><\/span><\/span><\/a> .<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The brand will then need to determine which stage of the purchaising journey it wishes to reinforce. It is moe relevant and affordable to <\/span> determine the strategic contact points<\/b> where gamification will enable the company to boost its results.<\/span> <\/p>\n Depending on which part of the conversion funnel is most problematic (awareness, consideration, purchase, loyalty), the company can<\/span> determine which marketing games to offer<\/b> and when.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n When a brand adds gamified elements to its shopping journey, it is crucial that they<\/span> make sense in the context of the customer experience.<\/b> For example, introducing a points and reward system is relevant in the post-purchase phase to build consumer loyalty.<\/span> <\/p>\n On the other hand, interactive formats such as<\/span> competitions<\/a><\/span><\/span><\/span> and<\/span> instant wins<\/span><\/span><\/a> are more effective at the moment of discovery and consideration.They will help to <\/span> boost brand visibility<\/b> and convert new prospects more effectively.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n\n
<\/span><\/li>\n<\/ul>\nWhat is playable marketing and what impact does it have on buyers?<\/h2>\n
<\/blockquote>\n
Creating an engagement loop through gamification<\/strong><\/h2>\n
Best practices for designing a gamified shopping experience<\/h2>\n
Getting to know your customers <\/strong><\/h3>\n
Setting clear objectives<\/strong><\/h3>\n
Incorporate relevant game elements for each stage of the customer journey<\/strong><\/h3>\n
Enhancing the added value of gamified elements <\/strong><\/h3>\n