Gamification is the process of adding game mechanics, such as points, scoreboards, levels and tiers, and more into non-game environments (in our case, mobile apps and businesses) with a goal to increase engagement, retention, and grow customer bases.
In this article, we’ll delve into the top examples of gamification examples in mobile loyalty and see how some of the world’s leading brands utilized gamification elements to build a loyalty program that works.
The Breadfast rewards program is one of the best out there, giving their customers the opportunity to earn points and collect badges by completing special rewards and challenges. Within the widget, you can see how many points you’ve earned so far as well as your progress on badges. The rewards vary between free products, free shipping, badges etc and more.
One of the most interesting things about how Breadfast uses loyalty program is how they use “2x Points” to drive sales in certain categories (most commonly their private label products) and how they protect their margins by controlling cashback and pointing system towards rewards that won’t affect their financial margin, or to non-financial rewards entirely.
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Sephora’s loyalty program offers tiered rewards, personalized product recommendations, and access to exclusive events. The program’s gamified elements, such as earning points, provide a sense of achievement and encourage continued purchases.
When customers get clarity on terms and conditions and benefits early on, they are able to feel at ease with a brand. And that’s what Sephora offers its Beauty Insider customers: Absolute clarity about its rewards program, how to earn points, the benefits, and more.
Want to make customers feel special? Provide them with exclusivity. And Sephora does that like the experts that they are with their tiered rewards system (more on that below) and the unique perks they offer their loyal customers.
With Sephora’s Beauty Insider, not only can customers earn points using the mobile app, website, and in-person store experience, but also through partner stores and salons.
Sephora’s tiered rewards program offers special benefits to each tier. The free one is called Insider, already making customers who don’t want to spend too much feel like they’re in on a secret.
Nike’s running app gamifies the running experience by allowing users to set goals, track their progress, earn badges, and compete with friends. This gamification approach has successfully motivated Gen-Z users to stay active and engaged.
There’s also NikePlus - which is more focused on loyal customers buying sportswear. Now, NikePlus offers free fast shipping, in-store rewards, along with personalized exclusive member rewards. Personalized rewards mean different members may get different rewards based on their choice of training activities.
Moreover, NikePlus members can enjoy perks via Nike’s partner programs such as Apple Music or Headspace. One of the reasons NikePlus is successful is because the brand understands the importance of personalized experiences and what they mean for customers. NikePlus is considered one of the most popular omnichannel loyalty programs.
One of the most popular mobile commerce gamification strategies in the world - Starbucks’ mobile app gamifies the loyalty program by awarding stars for each purchase. Users can unlock higher tiers and receive personalized offers based on their engagement. This strategy has significantly increased customer retention and engagement.
One of the more surprising statistics about the Starbucks rewards program is that it actually contributes between 40-50% of the Starbucks total revenue, making it one of the most valuable loyalty programs in the world.
That’s our round-up of our favorite mobile loyalty gamification examples. Now, you should have a better understanding of how a gamified loyalty application works, and how it would work for your business. You can try it out now with Gameball, or if you’re looking for something a little extra, talk to one of our loyalty and marketing experts now.