Intelligent CIO Europe Issue 53 - Page 52

FEATURE : CUSTOMER EXPERIENCE
surveyed would like the option to donate their points or benefits to charities or others in need . This is even higher for Gen Zs and Millennials , with an average of 60 % in agreement .
Companies that set up programmes where customers can earn points for what they purchase or where brands donate to certain causes which are near and dear to the heart of their customers , can help a brand to build a loyal customer base .

GAMIFICATION NOT ONLY INCREASES A BRAND ’ S SHARE OF WALLET BUT ALSO ITS SHARE OF LIFE AMONG ITS CUSTOMERS .

Programmes such as these are a testament to how building customer loyalty can benefit a brand if the right causes and mechanics are put in place .
3 . The rise of gamification : More brands will use gamification this year to make their loyalty programmes more attractive and relevant to their customers .
Gamification elevates the personalisation experience , providing consumers with incentives to purchase more frequently , buy more or use loyalty points for rewards . It plays off many aspects of human psychology including reward-seeking behaviour , natural competitiveness and the classic fear of missing out ( FOMO ).
A Mintel Trends Report saw that as money became tighter for consumers with the ongoing pandemic , brands took to gamifying the discount process to provide consumers with a sense of control over their spending , as well as being a fun and playful way to engage with them . Tying the discount or value proposition up with the key message of the campaign can reinforce that message while simultaneously providing value to the consumer .
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