Retailers engage consumers' sense of play with shoppable games
Implications - Armed with the knowledge that modern consumers consider shopping an experience rather than a chore, many contemporary retailers have updated their approach by offering a gamified path to purchase. By transforming the act of shopping into a hands-on adventure, retailers are providing a shoppable form of entertainment, as well as encoding a strong, memorable brand message through the practice of play.
Workshop Question - How could your brand use gamification to surprise and delight your consumers?
Trend Themes
1. Gamified Retail - Brands are transforming the shopping experience into an interactive game, offering a shoppable form of entertainment and stronger brand engagement.
2. Interactive In-store Play Spaces - Retail spaces are incorporating interactive and play-based elements into their physical stores, appealing to families and providing a unique shopping experience.
3. Rest & Recreation Zones - Malls and retail spaces are creating spaces for people to rest and recharge, such as gaming booths for spouses or play spaces for children.
Industry Implications
1. Retail - Retailers are embracing gamification and interactive elements in their stores to provide unique experiences and drive customer engagement.
2. Entertainment - Interactive gaming booths and play spaces within retail spaces offer consumers a form of entertainment and relaxation within a shopping environment.
3. Hospitality - Malls are creating rest and recreation zones that make them more than just a shopping destination and appeal to people who want to relax while out and about.
