Photo by Wesley Shen on Unsplash
May 27, 2024
Should US Shopping Malls Include Gamification and Experiential Retail?
In response to the growing demand for experiential retail, ION Orchard has integrated gamification into its customer loyalty strategy. The prominent mall recently launched an augmented reality game, “World of Rewards,” within its updated mobile app. This innovative feature offers shoppers the opportunity to win over 30 rewards by engaging with various participating retailers, such as Marimekko Cafe, Nespresso, Jo Malone London, and TWG Tea, as they explore the mall.
“Gamification increases the enjoyment of shopping due to the entertainment that it provides, all from the convenience of one’s fingertips. The future of retail is consistently being redefined and we are seeing more brands move towards gamification to increase engagement and create a seamless experience for customers with the aim of boosting retention.”
Orchard Turn Developments Chief Executive Officer Yeo Mui Hong via Retail Asia
The ION Orchard app also features game boards that allow users to earn rewards by completing specific actions and missions. This multi-faceted gamification strategy transforms the shopping experience into an interactive and enjoyable activity, accessible directly from shoppers’ mobile devices. The integration of such features reflects the mall’s commitment to maintaining interest across both offline and online touchpoints.
The gamification trend is gaining traction in the retail sector, with more brands adopting it to enhance customer engagement and retention. ION Orchard’s Chief Executive Officer, Yeo Mui Hong, underscores the importance of keeping the games fresh and aligned with the interests of the audience to sustain engagement. By continually updating the game mechanics, ION Orchard ensures that its strategy remains effective and relevant.
Beyond gamification, ION Orchard’s app encompasses a comprehensive loyalty ecosystem, incorporating digital payments, rewards, and deals. The Easy Earn program, for instance, simplifies the process of earning and redeeming points by eliminating the need to scan receipts. This streamlined approach enhances the convenience and appeal of the ION+ Rewards system.
To further its goal of redefining customer loyalty and engagement in the digital age, ION Orchard is introducing more interactive offerings. The mall’s recent Instagram filter celebrates its 15th anniversary, and the Spring-Summer campaign features Australian artist Amanda Parer’s “Lost in Enchantment” installation. This immersive experience combines garden and inflatable elements to create a captivating display of light and color, reflecting themes of human relationships and the natural world.
ION Orchard is also dedicated to creating experiential spaces that foster community and deepen shopper connections. Events and exhibitions at the ION Art gallery, along with the panoramic views from ION Sky on level 56, enrich the overall shopping experience. Additionally, interactive displays and pop-ups like Jentle Garden in 2022 and Air Dior Capsule Collection in 2020, engage shoppers in novel ways beyond traditional retail.
Although gamification in shopping malls is extremely rare at this point, other retailers have successfully used gamification as part of their marketing campaigns. In 2019, T.J.Maxx and Gucci showcased innovative gamification strategies to capture consumer attention in unique ways.
T.J.Maxx’s “Maxximize” campaign featured pop-up installations curated by celebrities, where participants could win products by guessing their combined value. Though short-lived, it effectively spread brand awareness and engaged audiences on social media.
Gucci, like many luxury brands, embraced digital fashion and NFTs, releasing digital items for platforms like Roblox and creating the Gucci Sneaker Garage app for customization. This forward-thinking approach taps into younger, online consumer markets.
In a different vein, mattress company Casper utilized rebus riddles in subway ads, later turning them into a puzzle coloring book on their website. While not sales-focused, this campaign effectively increased brand visibility through simple gamification.
REI has naturally integrated experiences by expanding its camping offerings near Arizona’s Grand Canyon, acquiring 20 acres to create a Signature Camp. Scheduled to open in spring 2025, the campground will offer 10 tents with amenities such as communal areas, restrooms, and showers. REI’s Signature Camps blend outdoor exploration with modern comforts, serving as another form of experiential retail. The company’s guided trips, including those in the Grand Canyon, aim to make outdoor adventures accessible, featuring expert guides and diverse experiences.
Discussion Questions
In light of ION Orchard’s multifaceted approach to gamification and loyalty, how can other retailers leverage similar strategies to enhance customer experiences and drive brand loyalty, especially in an increasingly digital landscape?
Considering the success of brands like T.J.Maxx, Gucci, and Casper in incorporating gamification into their marketing efforts, what lessons can retailers learn from these examples, and how might they adapt and innovate gamification techniques to suit their unique customer bases and brand identities?
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The gamification of physical retail spaces is interesting. Whether people use this or enjoy it depends very much on their shopping mission. Being honest, I can see large numbers who will ignore it; but some won’t and that makes it a worthwhile venture to experiment with as an attempt to drive foot traffic and engagement. And to be fair to ION Orchard, this is one part of a whole raft of strategies to improve customer experiences at the mall, including art installations, experiential spaces, and digitizing tasks such as scanning receipts to earn rewards. ION Orchard’s innovation and forward thinking help to make it one of the top malls in Singapore.
I agree, Neil, that it will be largely ignored. Db
Retailers can enhance customer experiences by integrating in-app games, digital rewards, interactive installations, social media challenges, and experiential spaces, keeping content fresh and aligned with customer interests to boost engagement and loyalty. This approach keeps shopping fun and engaging, encourages repeat visits, and strengthens the connection between the brand and its customers.
I must be old and cranky. The gamification of everything is getting on my nerves. I’d rather have a pleasant environment, activities and a sense of community.
Me too. A little is fine but more often than not, it’s overboard.
That’s the thing. Smart gamification is exactly that. It’s not about the game, it’s about the community.
Shopping malls in the U.S., especially indoor regional malls, are a fraction of what they were in their peak years.
I am probably in the minority who believes Gen Z and generations to follow will discover the value of regional indoor malls as places to gather, socialize and offering the conveniences of such things as trying on clothes right at the point of purchase and taking them home “right now.” Imagine that?
Gamification, however, will continue to build momentum in ecommerce but I don’t think shopping malls will benefit much from the concept. Malls are not widely available anymore, and in some markets, don’t exist anymore at all. Gamification isn’t likely to be the inspiration for a comeback. Too little too late. Db
Agree 100%
I am not seeing it unless it is a special occasion like a holiday game. If I am going to browse for shoes I will hit the stores that have it, game or no game. With time being of value why would I go to stores just to collect a hit on the game? I guess it has appeal for leisure shoppers who want to hang out in the mall to kill time, but if I am goal oriented it isn’t relevant
“Leisure shoppers”? Are there many of those anymore?
I’m with Paula, just give me a pleasant place to shop.
Gamification might be occasionally interesting, but the goal of any mall should be to encourage customers to shop, and you can’t do that when your nose is stuck in your phone..
“This forward-thinking approach taps into younger, online consumer markets.” Pretty sure many of us commenting here aren’t the target audience, so no surprise that it doesn’t resonate. That said, younger and more digital first shoppers may find it more enticing. Malls have declined since the days I spent lots of time there in the 1980s so bravo for trying new things to revitalize those that remain!
Gamification…the solution to everything…ten years ago. Playing Pokemon at the mall is fun for my teen grandsons if they ever go to the mall.
Exactly.
Pokémon GO: The average player is a 26 y/o woman making US$90k per year, the best player is 70 and group players range in age from 16 to over 60. In other words, this is not a kid’s game.
There are so many opportunities to improve the consumer’s shopping experience, enhance loyalty, and win repeat customers without gamification gimmicks. Perhaps for certain retail categories that focus on the appropriate consumer age/demographic, the gamification will make sense – but not universally.
Malls are for the most part, dead. Gamification in Malls is an interesting strategy, however the mall operator needs to go collaborate with all the brands in order to initiate compelling experiences. My view is most mall operators do not have the marketing DNA in order to pull this off, and this will go down as an interesting but ultimately failed attempt to revitalize physical spaces that wish we were still in the 80’s, when everyone wanted to hang out at Malls.
Agree, and most of what still remains in most malls might not be the right types of stores to participate.
A long time ago, in a galaxy far, far away, retail itself was considered “theater”. Now apparently we need gamification for entertainment. I can only hope this is a very slow, generational evolutionary process. Certainly younger generations will be looking for an infusion of tech and digital experiences. I’ll be perfectly satisfied with a couple of digital tools that aid in the discovery and shopping experience.
Malls need to stay relevant to the local communities they serve. Gamification is a way to bring in and bring back the digitally focused consumers which can provide a unique experience out of their homes. The bigger challenge may be to determine how to switch it up for the most frequent visitors and getting smarter in encouraging trial and sales. As a Dad, I would do this with my kids but will the novelty run out?
All novelties run out, don’t they? I agree.
First, I’ll state the obvious. Retailers should do whatever they can to drive business and loyalty. “Whatever they can” means everything is fair game. If gamification works, do it. If creating an experience works, do it. Look at what the best are doing and determine if what they do will work for you. If you think it might work, be sure it’s a little different and somewhat unique.
This example of retail innovation is inspirational. They are taking advantage of what they have to offer. Mall operators are losing out on business because consumers are simply not getting in their car and traveling to the mall. We can all see the traffic in our neighborhoods with Prime deliveries going to homes and apartments every day with packages of items that “could” be purchased in the mall. At one point in time, the average trip to a mall included 7 stores visited. Perhaps gamification can not only encourage a visit post initial experience, or perhaps making the mall more entertaining for the shopper – families with children, young adults and seniors with music, art, fashion shows and more. A coalition-based reward structure where the mall shopper can earn in an open / open burn construct – thus delivering incremental value that offsets the cost of gas and provides a highly satisfying shopping experience is one key to encouraging repeat visit/traffic.
Fun, community based gamification can undoubtedly increase foot traffic, increase revenue, and increase the shopper experience. I think when people think of gamification, the first thing that comes to mind is a treasure hunt or some version of Candy Crush. A unique method that brings shoppers into whatever participating business they want, to browse that business’s products and services, is what will bring the locals back in. The business wins because the shopper wants to be there. The shopper wins because they’ve learned about a business they may not have had experience with before. Smart gamification will include an exciting and engaging opportunity to win prizes, discounts, coupons and big cash in the process.
Gamification and experiential retail might sound exciting for shopping malls initially, but scaling these investments with unclear ROI is risky. Sure, people might flock to the mall for the novelty at first, but once the excitement fades, these features could lose their appeal and die a slow death. Malls need to focus on sustainable, proven strategies rather than betting big on trends that might not pay off in the long run.