The Gamification of Shopping
In some cases, retailers are taking the game analogy literally. Games and gaming have become part of a design bundle. Many brands’ shopping apps have digital add-ons (e.g., downloading a free subscription to a video game) or include a game, with rewards offered based on playing that game. Mobile advertiser Kiip helps brands reward everyday moments in apps and games. Hasbro's Nerf line partnered with Kiip on an in-app mobile couponing campaign that rewarded customers for playing their favorite games. H&M also used this strategy to promote its David Beckham campaign with a different cloud-based platform. Through data segmentation and making use of the gaming mind-set, retailers are extending their audience and gaining greater precision in their offers.