Document Type

Article

Journal/Book Title/Conference

International Journal of Serious Games

Volume

11

Issue

2

Publisher

Serious Games Society

Publication Date

6-26-2024

Journal Article Version

Version of Record

First Page

43

Last Page

63

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Abstract

This study explores how gamification impacts retail customer experience, emphasizing the need for businesses to differentiate in competitive markets. Gamification involves using game design elements in non-game contexts. The research presents a unique gamified shopping system using location-based (Beacon) technologies with a mobile application. This system engages customers through interactive games and challenges in specific store locations. With a sample size of 25, this study aimed to address the following research questions: What gamifying methods could be applied in a real store? What impact does gamification have on customer experience in a real-store shopping context? What role could gamification play in motivating customers to have an eco-friendly purchasing experience? The application includes features like a suggestion page, puzzle, scoreboard, and a points-based reward system. Study findings showed a significant positive correlation between gamification strategies and customer experience, which aligns with the self-determination theory. The app also integrates eco-friendly features and social interaction elements for an innovative and environmentally friendly approach to enhancing the retail customer experience. This study presents a practical example of gamifying methods integrated into a real store environment, which has the potential to boost the shopping experience for customers and shoppers and protect the environment.

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