What is gamification
Although the word gamification is relatively new, its principle has been used for a long time. Gamification involves the use of entertaining and game-like elements in a non-game environment, such as e-shops, stores, and their applications. In the Czech Republic, we most often encounter them in the following forms:
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collecting points for purchases,
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scratching lottery tickets in seller applications,
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rewards for loyalty,
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drawings on the so-called "wheel of fortune",
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playing company games at e-shops.
Why gamify
Statistics clearly show that online sales are growing, as is competition. Gamification is an absolutely key feature of a competitive e-shop. People want to have fun while shopping.
The Director of the Czech Statistical Office's Department of Statistics, Marie Boušková, says: "Internet retailers are seeing an increase in the number of customers and, consequently, sales. In 2017, goods worth approximately 85 billion CZK were sold in online stores, accounting for 7.8% of total retail sales."
Compared to 2013, when the measurement was last taken, this is almost twice the share.
Czech e-shops learned to gamify during the coronavirus pandemic when practically all commerce moved online. Official statistics and a chart from the website Czech-ecommerce.cz – as of April 18, 2023 – also prove this.
How to gamify
In short, there are many ways to gamify an e-shop. We have selected the following four for you:
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levels – based on the number of orders, customers move up to higher levels, which bring bonuses,
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points – customers can exchange collected loyalty points for favorite products or discounts,
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challenges – thanks to feedback challenges, customers can earn, for example, 10 extra points, providing the company with valuable feedback,
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onboarding – an ideal tool for training, especially for new visitors to the e-shop.
