Gamification in Retail: Enhancing Grocery Customer Experience with Location-Based Strategies

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.