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Gamification Strategies for Enhancing Customer Engagement and Loyalty
Abstract
With the growing impact of mobile and internet on business and commerce, companies explored new ways to gain consumer access and attention. Research suggests that the gamification market has been consistently growing and gamification is widely used in contemporary marketing due to its ability to engage and motivate individuals. With the use of game elements, companies and marketers involved and engaged customers in an organized form of play, governed by rules and structures, that provided enjoyment and accomplishment with measurable outcomes. The avenues of enhancing customer engagement through use of gamification to improve customer relations is encouraging, particularly considering the current advancements in areas like augmented reality and virtual reality, which are expected to greatly enhance the potential for gamified experiences. In the light of above scenario, the chapter focuses on the use of gamification strategies for augmenting customer engagement and loyalty by discussing the success stories of few industry players like Duolingo, Starbucks and Snapchat.
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