Many clients know some information about their existing client base but most would like to know more in order to communicate and compete more effectively. For many who choose mobile gamification as a marketing tool, one of the advantages is the ability to reach out to consumers not currently registered in their databases and to use these insights to support ongoing business strategy. This means that on top of the sales benefits derived from the engagement, retailers can access new data on their existing clients as well as data on new potential customers outside of their current customer base.

Gametation’s retail gamification campaigns can provide valuable customer data (e.g. mobile numbers or email addresses) and crucially the permission to contact consumers with future marketing. However, what if retailers want to dig deeper? As a standard module of our gamification platform, Gametation can offer an in-game survey tool. This tool can help retailers understand vital data about the demographics of the people participating in the campaign, their shopping behaviour and brand preferences. All data can be provided real time direct into the client’s internal systems. Whether it is quantitative or qualitative data that it is required, our simple guide to using the survey tool effectively would be:

• Know your objectives and what you want to do with the data you receive
• Know which audiences you are targeting as a priority which will influence your survey content
• Keep it simple – clear language, unbiased questions, quick to complete and to jump past irrelevant questions
• Incentivise consumers to participate – if the data is important to you make it worthwhile to people to spend the time to share their insights
• Timing – decide when you want the survey to appear so that consumers have time to experience the campaign and its benefits
• Analyse the data across as many criteria as you can in order to make the results work as hard for you as possible

It can be incredibly powerful to correlate the data from the survey tool with sales data. Analysing in-game behaviour and survey insights against sales data can help with a vast range of scenarios for example:

• Quantifying the precise sales impact of the gamification campaign (as one part of assessing ROI)
• Building the internal business case for gamification as an ongoing and measurable sales and marketing tool
• Understanding the customers who have spent the most as a result of the campaign and comparing this with typical shopper segmentation
• Correlating the link between consumers who played most in the campaign and who spent most in store (typically we have seen a clear link between frequency of games played and spend in-store)
• Providing campaign sponsors e.g. FMCG companies with quantified sales data on the ROI of participating in campaigns as well as the potential long-term impact on product awareness and brand awareness as a result of the campaign
• Maximising the media strategy for ongoing campaigns by understanding how consumers used the in-campaign advertising
• Delivering real-time targeting of a gamification campaign e.g. advertising or deals based on user insights gained
• Planning the future gamification strategy so it can deliver maximum results for the business (delivering on both sales and marketing strategy)

If you would like to find out more about retail gamification or the opportunities within the platform to gain customer insights, please drop us a line on hello@gametation.com

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