Gamification

It’s All About Engagement!

Ray Walia, CEOfashionlab Media Inc.

@raywalia

• What is Gamification• Psychology• Engagement• Measuring• fashionlab Case Study

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Standard Definition: Gamification is the use of elements of game design in non-game environments

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What is Gamification

Dig Deeper: Gamification is the use of psychological tactics in order to engage your audience

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What is Gamification

Proven Effective In:• Extending Engagement• Collecting Data• Providing Deeper Insight• Increasing Revenues

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What is Gamification

@raywalia

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Psychology

Psychology

Boring

Routine

Fun

Interactive

Do It

Track It

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Psychology

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Engagement

Game Design

Game MechanicsGamificationELEMENTS

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Engagement

Know Your Audience

Who Are They?

How Do They Engage?• Your brand• Competition• Others brands

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Engagement

What Is Your Objective?

Express Choose, Customize, Design, Show Off

Compete Win, Beat, Brag, Challenge, Fight

Explore View, Read, Search, Collect, Complete

Co-Op Join, Share, Greet, Exchange, Trade

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Game Design

Beginner

Casual Customer

Expert

Loyal Customer

Master

BrandAdvocate

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Game Design

Casual Customer • Guided Experience• Learn The Ropes• Goals• Progress• Rewards

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Game Design

Loyal Customer• Fresh Content• New Experiences• Goals• Progress• Rewards

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Game Design

Brand Advocate• Exclusives• Recognition• Show Case

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Game Mechanics

Game Design

Rewards

Status

Achievements

Competition

Self-expression

Game Mechanics

Points

Levels

Challenges

Leader boards

Virtual Goods

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Game Mechanics

EngagementGame – Challenge –

Mission- Quiz

ProgressPoints – Badges – Leader

boards

RewardsUnlocks – Exclusives -

Recognition

Call To ActionShare – Customize –

Complete

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Measurement

Measure, Review, Revise• Analytics• A/B Test• Evaluate ROI

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fashionlab

What Do We Do?• Enrich Customers’ In-store Shopping Experiences• Interact with Real Products• Facebook, Twitter, Pinterest• Match Items / Build Outfits

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fashionlab

• Our Audience• 18-35 Female• Fashion and tech savvy

• Our Objective• Express & Explore• Compete in Future

• Casual Customer• Product Info• Share• Build Outfits

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fashionlab

• Loyal Customer• Build Outfits• Virtual Closet• Local Discovery• Fashion IQ

• Brand Advocates• Fashion IQ Exclusives• Style Inspirations• Scavenger Hunts• Contest & Competitions

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Measurement

fashionlab Analytics for Retailers• In-Store Activity• A/B Test Product Pricing• Add On Recom vs. Actual Sales

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Questions?

@raywaliarayw@fashionlabmedia.com