In marketing, gamification and interactivity are powerful tools for improving customer relations. They offer the opportunity to liven up marketing communications in an original way, with the aim of engaging customers and building loyalty.

By integrating gamification into the customer loyalty process, it is also possible to collect valuable proprietary data, which will enable communications to be targeted more effectively throughout the customer’s life.

Let’s find out together how gamification can improve customer relations!

It all starts with the registration or first purchase, when the prospect commits to a brand, a product or a solution. This is a pivotal moment when it’s essential to stand out from the crowd. After all, there are always cheaper alternatives available. The efforts made to acquire new customers must not be in vain, because it is more difficult and costly to recruit new users than to retain those already acquired. That’s where gamification comes in!

Making an impression

The first challenge is to stand out from the crowd by leaving an imprint on the minds of the people with whom you are trying to make authentic contact. When concepts are approached in a playful way, they are not only understood, but also observed, experienced and felt emotionally. This encourages better retention of knowledge and stronger long-term memory.

To achieve this, there’s nothing like providing pleasure. For example, when a new customer registers, they can be invited, via an initial e-mail, to take part in a 100% winning operation simply by following a link. This operation can also be offered in the form of a flyer (with a QR code) included in the first parcel received.

As well as giving customers pleasure, this process increases conversionIt is important to offer rewards that are attractive and relevant to the target audience, such as branded products, exclusive experiences or meaningful promotional codes. It is important to offer rewards that are attractive and relevant to the target audience, such as branded products, exclusive experiences or meaningful promotional codes.

For example, the Cyrillus brand wanted to boost additional sales on its e-commerce site and in its shops before the arrival of spring. Thanks to a game, the brand’s conversion rate increased by 25%* for online purchases made by participants.

*Source : Adictiz

Collect preferences

Improving customer relations is not just about one-way communication (brand to customer). It also contributes to the company’s dvelopment. To acheive this, this makes sense to capitalise on data, in particular propietary data or zero party data. Il s’agit de données fournies volontairement par les utilisateurs à l’entreprise. Ce sont des données précises et fiables.

This is where interactivity and gamification come into play. By offering games or fun interactive activities, you can capture customers’ attention. They are then promised rewards for taking part. Players or participants can then choose whether or not to continue and provide feedback.

Data collection can take different forms depending on the brand’s objectives: product preferences, interest in certain services, demographic data, etc. This data can easily be collected via surveys, personality tests or even wish lists (the digital version of Santa’s list).

By collecting this data on a regular basis, brands can communicate in a relevant way with their customers throughout the year, taking into account their profile, preferences and desires. Activating the data collected is a powerful process that brands put in place on a regular basis. They capitalise on past actions to propose more relevant future actions and so improve their return on investment.

But how do you improve a solid customer relationship once it has been established? The aim is to maintain interest over the long term, strengthen ties with existing customers and successfully win back former customers.

To achieve this, there’s no secret: it’s all about the little touches. Once again, gamification and interactivity come into their own in this context. These marketing tools can be adapted to different targets and objectives. Thanks to scenarios offering infinite possibilities, it is always possible to surprise and even win back lost customers. Let’s find out how gamification can be used to maintain customer relationships.

Communicating the brand in a relevant way

Good customer relations require personalised messages, thanks to precise audience segmentation. By understanding the needs and preferences of customers following a number of marketing operations, it is possible to make communications more relevant. How? By anticipating and responding to customer expectations.

For example, when launching a new product, it’s worth opting for interactivity. You can offer an immersive experience highlighting the product and giving people the chance to win it. If this communication is carried out as a preview, it creates a positive feeling of exclusivity for the brand.

It is also possible to place a customer at the heart of the marketing strategy by asking for their opinion on a future product. This can be done through a survey, for example. This feeling of belonging creates familiarity and arouses positive emotions in the user, who reacts as soon as he thinks of the brand.

Conveying a sense of exclusivity

Exclusivity creates a feeling of privilege that generates positive emotions in customers. Choosing a solid relationship and betting on its durability means above all choosing to please your customers.

For example, it is possible to automatically program e-mail campaigns for customers on the occasion of their birthday. In this way, they can win gifts or discount vouchers thanks to an interactive animation.

Abandoned shopping baskets are also a crucial moment when customers can be ‘reactivated’ by a targeted operation designed to remove their disincentives to purchase, for example by sending them a promotional code.

Live shopping is also an interesting way of inviting the most loyal customers to a live shopping session with gamified activities.

Conclusion

Gamification is an effective way of enriching customer relations. Stand out from the crowd by leaving a lasting impression on your customers. Offer them pleasant and captivating experiences that strengthen their loyalty. Finally, use the data collected to offer your customers an interactive experience that is ever more personalised and effective.