Loymax, 2024

Gamification


Gamification is the application of approaches specific to computer games in non-game processes in order to attract users and consumers

In marketing, gamification enables to control customer behavior, stimulate sales using game mechanics.

Examples of gamification:

  • Collect special points to get a new status with improved features (bonus points, discounts, gifts). Moreover, each type of point (stars, coins, coffee beans) can be responsible for its type of award.
  • Receiving coupons/promotional codes for exchange for discounts and bonus points within the network and from partners. At the same time, coupons/promotional codes can be both printed and transmitted electronically.
  • Accomplishment of tasks for obtaining achievements and awards, passing quests with a set of rules.
  • Issuance of packages with collectible toys/souvenirs for every X rubles in a cheque or for a cheque exceeding Y rubles.
  • Printing letters on a slip cheque to collect a prize word and receive a reward. Letters can be ordinary and prize. The chance of a prize letter being dropped can be customizable and, for example, linked to the amount of the cheque. It is possible to record issued letters and control which of the participants are at which stage of the collection.

Offer geography

Offers can take place both at offline points of sale, and in the online store, both in one store, and at all points of sale of the trading network. It is possible to broadcast information about offers in Personal Account (on the website, in the mobile application, chatbot).

Communication channels

To communicate with customers, you can use: a mobile application, a website, a chatbot, a slip cheque, a message from a cashier, email, push notifications, paper coupons, scratch cards, and others.

Communications with customers can be configured both for certain events in the system (event communications), and be performed in accordance with a specified schedule (delayed communications). The easiest way to communicate is to display a message on the cash register screen or print on a cheque while making a purchase.

Offer creation and performance tracking

On the Loymax platform, the creation of game mechanics, automatic calculation of preferences, and automation of communications to engage Members are available. It is also possible to monitor the effectiveness of offers for taking measures to adjust offers if necessary.

Using MMP tools, it is possible to create an unlimited number of the most diverse mechanics. The system automatically calculates preferences based on the conditions specified in the offers. In order to further stimulate the involvement of customers in a gamified offer, it is possible to create auxiliary offers. For example, special offers for the most active players, probabilistic offers for all members with the opportunity to receive an additional reward for participating in the main offer and others.

Loymax enables to issue coupons, as well as take into account which coupons were sold. Accounting for issued preferences (coupons, letters, etc.) serves to control cashiers and control the spending of awards.

If the bonus card is used in the loyalty program, then the Loymax BI module tools enable to evaluate how the financial indicators, behavior and cluster of a particular customer have changed. When issuing coupons/points in a mobile application or cheque, conversion tracking is also possible.

Examples of gamified mechanics

CategoryDescriptionExample
Offers with an element of randomness

Chance accrual of bonus points during certain period of time. The amount of bonus points and conditions of participation can be linked to products, cheque amount, a trading trade object. At the moment of winning, a notification is displayed on the cash register screen, the cashier congratulates the winner.

“10,000 bonus points for purchases” - once a month in one point of sale 10,000 bonus points are awarded to a random buyer. He can deduct these bonus points within 1 month in payment of up to 50% of the amount of cheques.

The minimum cheque in the drawing is 1500 rubles.

 When purchasing, one or several random letters are printed on the cheque for the user (depending on purchase amount). Letters can be prize or "standart". In the offer it is possible to set the probability (from 0 to 1) and the number of drops for each prize letter. Member's goal: to collect the whole word from the prize letters.

The customer needs to collect the word "PRIZE" in order to receive the main prize.

For every 500 rubles of the cheque random letters will be printed, among which there may be prize letters ('P', 'R', 'I', 'Z', 'E').

In addition, the moments of the issuance of prize letters with reference to the customer are recorded in analytics. Thus, you can see which of the buyers collected a certain number of letters.

Issuing a coupon with a random discount. At the same time, the system does not affect the choice of a coupon for issuing, the cashier gives out the coupon. The fulfillment of the necessary conditions for using the coupon is regulated by the rules of the offer. See offers with coupons.

When buying from 1000 rubles, a coupon with a protective tape is issued, under which various discount options are hidden: 10-90% discount on any product, category discounts, discounts on the entire cheque.

Offers on the counters

Accounting of perfect cheques at cash register/point of sale and issuance of special preferences for each "multiple" purchase.

  • 99% discount for every 100th buyer during the day. Only cheques in the amount of not more than 500 rubles may participate in the drawing.
  • Every 10 coffee as a gift.
Preferences for activity on social networks

Getting discounts under performing various types of activities on social networks: joining a social network group, reposting entries and/or adding comments.

The participant must follow these steps to get a 30% discount on the next purchase:

  1. Log in to the specified social network group.
  2. To repost at least 1 post, not older than 1 week
  3. Leave a comment "I'm in the game" under the first post.

When all three points are fulfilled for the next purchase, the Member automatically receives a 30% discount on one of the 10 promotional categories.

Offers with multicurrency

Offers for special bonus points accrual 

In addition to standard bonus points, any other types of virtual currencies can be used in the system. For each type of bonus points, it is possible to configure your own accrual rules. For each virtual currency, a separate account is maintained.

Offers for special bonus points deduction

For each type of virtual currency, various cancellation conditions can be configured. For example, payment by certain types of bonus points of certain categories of products.

  • Accruing 1 chip for every 300 rubles in the cheque, chips can be changed for various discounts for a limited collection of toys. 30 chips - 10% discount, 50 chips - 25%, 100 chips - 50%, 200 chips - 80%, 300 chips -99%. 
  • Accruing Buttons for the purchase of products for children. It is possible to pay with Buttons up to 50% of the cost of products for children at the next purchases. When collecting 1500 Buttons, access to secret discounts for club members is opened.
  • Accruing Green bonus points that are awarded for the purchase of fruits and vegetables. It is possible to deduct Green bonus points for purchasing a list of promotional products: smoothies, freshly squeezed juice, and others. The 3 most active players will receive 3,000 bonus points as a gift.
  • Customers get stars for buying coffee. Upon reaching a certain level, the customer can count on a cup of coffee or a personal offer.
  • In the near future, mechanics will appear: when buying a total of 300 rubles, a chip is issued, with the accumulation of 10 chips, the chips are deducted and a coupon for a discount is issued to the buyer in the mobile application. The discount can be used both for purchases within the network and with partners.
Referral system of bonus points accrual

Offers based on the referral system - invitations by registered Members of new customers. In this case, preferences can be configured for both the inviting and the invited Member.

The member can invite up to 10 friends to the loyalty program within a month.

For each registered friend, the member receives 100 bonus points.

Additionally, the Member receives 50 bonus points for the first purchase of a friend in each calendar month in the amount of 500 rubles.

Bonuses can be spent on special promotional products.

Accrual of bonus points for additional events in the system

Offers based on external events in the system that are not related to purchasing activity.

The system records a specific list of events. This can be used for quests: requirements for sequential or inconsistent steps to participate in the final draw (or conducting speed quests).

Mechanics for obtaining the full profile of an LP Member:

The member must complete a number of tasks:

  1. Install the mobile application and register in it.
  2. The member must fill in a required block of the application form.
  3. The participant must link at least 1 social network to his/her profile of the loyalty program.
  4. The member must make a purchase in the amount of at least 500 rubles.

For completing each step, the MEmber receives 50 bonus points, and also on the separate page of his/her mobile application sees the received virtual rewards (achievements), which are “colored” only when the step is completed.

After 1 month from the start of the loyalty program among Members who have completed all the steps, a separate prize draw is held.

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