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Boston Retail Partners’ 2015 CRM/Unified Commerce Benchmark Survey released earlier this month shows that gamification is a target methodology for retailers, who are focused on winning business by offering a stellar experience to customers.

74% of retailers surveyed indicate that customer experience is one of their top three CRM priorities and 87% will have implemented gamification within the next five years.



BRP’s definition of gamification seems to be narrowly focused on PBLs for customer retention but the report refers to many other CRM goals that are all addressed by a quality gamification design:

  • Customer identification
  • Customer segmentation
  • Customer engagement
  • Customer analysis
  • Personalised selling
  • Real-time analytics

The report also talks about the importance of social media as a CRM tool – and addressing social motivations is an important consideration in good gamification design.

Even more encouraging than all this enthusiasm for gamification is that businesses are allocating budget to marketing technology – up 9.42% over the previous year, at the expense of print media spend.

We see gamification as being an obvious methodology for retail. The balance of power has shifted in favour of customers, who are better informed and more able to access alternative suppliers than ever before. Retailers now have to work as hard as game developers to get and hold people’s attention.

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