In my last blog, I discussed why companies need to engage Store Managers and Associates with Game Dynamics and how a custom solution can help solve the issues. In this blog, I will discuss some of the specifics of how this would actually work.
The custom solution will contain two roles Store Manager and Store Associate with the following capabilities.
Store Manager Role
Solution to have capabilities to configure flexible game rules to align with store level and corporate level objectives by assigning rewards, statuses, points etc to the activities such as
- Helping a customer with a query
- Faster checkout ( time based )
- Retaining a customer from moving to competition
- Suggest alternate products
- Basket size
- Collaboration with other employees
Solution to have features such as
- Capabilities to show customer information, past sales, wish list, preference etc
- Access to product catalogue with substitutes, cross-sell, up-sell products
- Capabilities to checkout
- Capabilities to check inventory availability and delivery of goods to customers for the products that are not in stock at the store
- Capabilities to see the reward, status and points gained.
As soon as customer walks in to the store and needs help, store associate will be able to identify the customer with a phone number or loyalty card of the customer or customer’s smart beacon enabled app in customer’s mobile using store associates tablet. Store associates will be using their tablet to assist the customer with respect to products, substitution, pricing and discounts, checkout and mobile payments, alternative shipments for unavailable inventory etc. Gaming engine captures these events and gives score to the associates in the background. The activity of capturing information and scoring will be seamless for the store associate.
The diagram depicts high level overview of gamification solution. The gamification engine has to be available enterprise wide facilitating seamless employee engagement experience. Middle layers ensure consistent and harmonized presentation of content to various channels. Gamification experience can be seen (if implemented) in every channel. However this article focuses about store channel.
The gamification strategy in stores is more relevant for hardline retailers such as consumer electronics, hardware, furniture, luxury fashion goods etc. Introducing gamification and energizing employees and making them working towards corporate goals will yield results by improving revenue, facilitating team work and empowerment.
When this is implemented more broadly, employees from many different functional areas are empowered to positively impact the sales process. With the fair and transparent reward programs employee retention will also increase. This also helps in creating brand differentiation.
Store Managers have to convert corporate or store level goals in to game rules and leverage the custom rules engine to come up with rules and rewards. Managers have to test the initial design with selected sample and plan for iterative deployment across store. Games usually evolve over period of time.
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