Five ways gamification can ignite your retail sales

Five ways gamification can transform retail

I have no idea how fruit machines work. Sure, I get the 'line up three bunches of cherries to win' classic, but the all-singing-all-blinking monstrosity that mocked me in the pub yesterday? Absolutely clueless. And yet, somehow, its combination of twinkly lights, bashy buttons and blippy noises had me chucking coins into it like owning money was going out of fashion.

That's because, as a species, we're far more likely to engage with something if there's an element of gaming involved. I'm sure there's an evolutionary imperative behind all this: if you took a chance on the lady monkey with the weirdy, opposable thumbs, there was a better chance your offspring would survive the great banana famine of 7,000,000 years BC. That kind of thing. Don't ask me, ask Richard Dawkins.

Anyway, we love gaming (and its sidekick, competition), and the introduction of these elements - conceptually known as 'gamification' - into any environment works wonders. The LinkedIn profile completeness bar is a famous example, and rightly so: users fill in more and more info to achieve a 100% complete 'score' and, in so doing, provide mountains more data back to LI, its users and, of course, its


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The incubator effect: why Dell do social commerce better than anyone else

Dell and the incubator effect

It's a bit rough and ready. There's no flashing animation or pumping soundtrack. But this screencast presentation on Social Commerce from Sprinklr and Dell's Steven Tedjamulia is one of the most insightful things we've watched in a long, long time. In it, he focuses on the five core elements which have made Dell real innovators in this field:

1) The Oprah effect - leveraging the power of influencers (something we're equally as passionate about, be those influencers celebrities, online powerhouses or media outlets).

2) The Incubator Effect - see below.

3) The About You Effect - making sure your campaigns are personalised and interactive.

4) The Big Effect - using all the data at your disposal to serve each customer exactly the right content and experience.

5) The Optimal Mix - social networks, the wider internet, your own website: online is now a multichannel environment in and of itself.

So, let's go back to 2) "The Incubator Effect", which is covered from 03:05 onwards - because that's the bit that absolutely nails it for us. In a marketing environment where we're all faced with so many choices (and where campaigns can often take an eternity to get going), how


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