Tag Archives: customers

IKEA’s digital flea-market – increasing the no of touchpoints

Just a quick share. Ikea’s second hand campaign reaches customers on various levels:

1) Ikea displays to be in line with the growing sustainability notion of environmentally friendly products. In Ikea’s case through prolonging the products life cycle and thus reducing the immediate disposal. I am not going to start a discussion on the real sustainability of this; after all, environmental management is requires more than an extension of a product’s life to create measurable bottom line effects.

2) Increasing the number of touch points with existing costumers. Whilst the disposal of furniture is often a major hustle for customers; it has suddenly been made easier with the help of IKEA. By allowing customers to display their old furniture on IKEA web properties. The effect is manifold, customers get yet again in touch with the IKEA brand and receive a positive stimuli to purchase yet again IKEA but also, additional touch points are created with new customers to introduce them to the IKEA brand.

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Applied gamification – a supermarket in Austria

I have blogged quite a bit about the topic of gamification and its application to drive user behavior. The use of leveling, scoreboards and ranks has been successfully applied, mostly with intrinsic motivators attached, such as status and public profile display. What I came across recently is however a great example of a gamification in a day to day application with amazing effects. An Austrian based supermarket “Billa” applies gamification scoring to induce an increase in spending.

The amazingness of this example is its easiness, customers spend 100 EUR and get a 10% discount, 200 EUR lead to 15% discount and 400 EUR to 20% discount. Tracking couldn’t be easier, to participate one is asked to use a store savings card and thus plays nicely into the see through customer concept, which makes any ROI calculation a relatively easy task.

Makes me wonder why this hasn’t been applied on a wider scale, particularly in this setting as it seems to heavily affect repurchase behavior and short term loyalty.

applied gamification - receipt

 

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