Gamification is Winning Gamification emerged as a growing trend in loyalty programs. Amy Wood , director of enterprise IT at Friendly Express, Inc, shared her company’s plans to launch a new app that incorporates gamification to attract younger customers. Their in-app games feature scratch-and-win and ongoing games that earn points redeemable in-store. “ We know that our customers like to play games where we feel like they’re engaging with our brand. And so that’s just another way that we feel like we’ll keep them front and center as we have some competition that’s moving into our areas and it separates us from the competition. Amy Wood , Director of Enterprise IT, Friendly Express, Inc Neurohr also described Coen’s arcade, which features five in-app games. Initially they launched it quietly without telling users. The arcade was later promoted with coupons tied to gameplay, leading to a tenfold increase in participation. “Really, we’re not rewarding people for playing, we’re rewarding people for coming into the app and seeing our other messaging that’s there,” she said. Gamification, as well as proactive communication, has helped Coen drive
At Campbell Oil Company, dba Minuteman Food Mart, Peters shared his company’s creative use of physical products in gamification. Their inter - active cup sleeve campaign uses QR codes to connect customers to contests and in-app expe- riences. “There’s a bit of a scratch to win, twist to win, type of an element to the cup too,” he explained. The effort demonstrated how physical and digital elements can combine to boost engagement. Roy Austin , director of information technology at Graham Enterprise, Inc., added that his company recently launched an app with gamification through Rovertown, paired with an internal hire dedicated to social content. For Graham, gami- fication is still in its preliminary stages but will represent a major step in building engagement. “ Just getting people in there, getting them engaged with your brand is really, I think, the goal for any of us because if they’re not engaging with you, they’re engaging with somebody else. Andrea Neurohr , VP of Marketing, Coen Markets
daily app visits, exposing customers to new food promotions and product launches. Both Collupy and Neurohr referenced a recent retailer in the news, Weigel’s in Tennessee , that is rewarding app users for daily visits, called Streaks, and rewarding them for simply logging in. Neurohr is intrigued by this mechanism but divulged Coen only rewards game play with
coupons which drive increased frequency.
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