How Mobile Gaming Can Be Used To Drive Traffic To Stores.
The role of mobile in daily life is very significant for retailers. Today, 78% of population owns a smartphone and everyone checks it around 40 times per day since the time they wake up (Deloitte, 2016). For marketers, the mobile is a channel to the customer’s life-cycle. It supports all marketing activities throughout customer’s dynamic path: smartphone is a platform where brand awareness can be developed, customer experience (offline and online) improved, sales increased and loyalty boosted.
Naturally, mobile is a frontier where many brands have been fighting for a while. However, two thirds of marketers still say they can’t measure ROI on mobile and only see it as a sub-channel (Marketing Week, 2016). Despite that, the most engaging form of content that delivers measurable results is underused. And that is a mobile game.
One fifth of all smartphone users are gamers and the number is rapidly increasing (GfK, 2016). People of all ages, income rates and interests just love to play. A mobile game makes consumers immerse themselves in a fun branded content for hours, directly interacting with a brand. This results in hundreds of years of combined brand engagement at a fraction of the cost of traditional marketing activities.
What is most significant to you in marketing or sales is that the gamified brand experience translates into a higher customer loyalty as players hit the stores (see the case study for Danish retailer Bilka).
Why a mobile game actually drives in-store traffic?
- Loyalty programme. The game can boost the participation in a loyalty programme what directly converts into sales. Loyalty club members are motivated to play and earn extra points while having fun in a digital environment. Read more about it in the article about the Play’lty concept.
- Vouchers. Points earned in the game can be converted into real rewards like gift cards or free products. The voucher redeem rate is the key conversion rate. For instance, 65% of Bilka’s game players claimed them in store. Here we talk thousands of vouchers. But also brands that only use Pointvoucher.com for voucher distribution can benefit from this. (CoolStuff is one of them)
- Geo-targeting. A mobile game can exploit geo-targeting technology and offer real-time personalised deals for smartphone users nearby. An example of brands employing this tactic to increase footfall is the Pokémon Go game. Companies set up Pokéstops and Pokémon gyms to attract the gamers — potential customers. And as the Bilka game shows — people leave the store with an impressive basket size of purchases.
- Permissions & data. A game can serve as an extra marketing channel, so there are more leads to communicate with. And the time spent on a smartphone grows every year. Thus, the data gathered in the game can be used for more personalised targeting.
Capitalize on mobile-first consumers
While consumers’ attention span has shrunk to the minimum, smartphones take up a key role in the path between brands and consumers. It creates a great environment to pitch and try out new products, promotions, and other ideas. For a consumer, it feels organic and consistent as the game can be built up on the existing brand universe. In short, a branded mobile game augments a traditional marketing campaign and delivers measurable results on top.