Gamificatiom in e-Commerce
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In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. A case study on gamification in the two biggest online ‘Shopping Sprees’ in China is presented. The detailed case study will inspire the attendees on how to define playing fields between player motivations and business objectives, how to choose game mechanics based on culture, and how to design game-like user experience to motivate the intended audience.
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Gamificatiom in e-Commerce
- 1. Gamification in e-Commerce: Strategies to Motivate Consumers in Online Shopping Crazes in China by Xiao Chen ion_shaw@hotmail.com
- 6. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
- 7. “Gamification is the use of game elements and game design techniques in non-game contexts. ”
- 10. Gamification is not just borrowing game elements, the key is to motivate the target audience.
- 11. Check-In? No, to Get Blessing!
- 12. Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences
- 13. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
- 15. Gamification and Motivation Case Study: Motivate Consumers in Online Shopping Crazes in China Gamification in e-Commerce
- 16. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud Double 11 Promotion Campaign Double 12 Promotion Campaign
- 17. 1. Audience
- 18. Ideal Consumers1 Potential Consumers2 Hard to Obtain3 3 Categories of Customers
- 22. Consumer Motivations Purchase products with low price Discover interesting on-line stores Enjoy the big shopping crazes
- 23. Business Objectives: Online Stores Promote their brands and stores Increase volumes of trading Store clearance to sell products out of season
- 24. Business Objectives: Tmall Stabilize its influence in eCommerce industry Increase volumes of trading Help its online stores to spread their brands Increase advertisement income
- 25. Business Objectives: Taobao Promote the mobile version of Taobao Spend the virtual currency Increase volumes of trading Help its online stores to spread their brands
- 26. Playing Fields
- 27. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads Achieve Business Objectives by Satisfying All of the Consumer Motivations Playing Field
- 28. Consumer Motivations Objectives of Platform (Taobao) Objectives of Online Shops Discover / Promote Online Shops Spend Out Virtual Currency Promote Sales Achieve Business Objectives by Satisfying All of the Consumer Motivations Playing Field Business Objectives Popularize Designer Brands Purchase / Sell out Cheap Goods
- 30. For Gamification in e-Commerce, Which Motivation Should Game Elements Align With? Intrinsic or Extrinsic? !
- 32. ! Bonus Reward:
- 37. Conclusion
- 38. Gamification for e-Commerce Platform Factors Challenge low Loyalty long and high Social Media medium Iterative Improvement keep improving User Experience, Visual Design medium Driving Factors virtual currency, levels, points, etc. Gamification in e-Commerce Promotions low high but no need to be long important no need, next time there will be a new one very important bonus
- 39. D D D D Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences
- 40. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R