‘Gamification’ in Online Shopping Experience… Why the Fashion Industry will benefit? | Shivani’s Digital Marketing Blog

Gone have the days where gaming techniques are limited to computer games, ‘gamification’ is the use of game mechanics in non-game scenarios to motivate the audience to higher and more meaningful levels of engagement (Gartner, 2016). Gamification is not only limited to those online gaming geeks but marketers across all industries, including fashion, beauty and e-commerce have started including it in their digital marketing strategies. Gamification is forecasted to have market growth of 48% by 2019 (Badgeville, 2016), watch this Ted Talk on how Gamification is going to improve our world: https://www.youtube.com/watch?v=v5Qjuegtiyc (Tedx Talks, 2014). Many in the fashion industry have already started using gamification in their shopping experience: online fashion Blog Post 1 Image 1retailer, ASOS with their competitions such as fashion bingo, matching celebrities with clothing and Pintrest competitions to win prizes (Insley & Nunan, 2014). Luxury fashion brand, Valentino uses gamification differently launching a downloadable 3D virtual museum where users could navigate through galleries viewing dresses and original sketches, advertising campaigns, archived images and fashion show videos (Valentino Garavani Museum, 2012). Take a look at Valentino’s use of gamification here: http://www.valentinogaravanimuseum.com/ (Valentino Garavani Musuem, 2012)

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