Das Potenzial von Spielemechaniken in Online-Shops fasziniert uns bei twive! und Exciting Commerce schon seit längerem. Das Gamification nicht nur über Features wie Badges, Points und Highscores möglich ist, illustriert nun Meghan Keane im eConsultancy-Blog anhand des Shopping-Clubs Gilt Groupe:
"Many shoppers treat Gilt like a game. A trend that the company has used to great advantage. "There is definitely a game mentality when people come to Gilt," says CEO Susan Lyne.
Members use various strategies to purchase products on the site, including shopping in groups and reverse browsing the site to get items before they sell out. "One of the things that continues to intrigue me," she says, "is the number of people who will say: I won something on Gilt."
Allein durch den Live-Shopping-Ansatz entsteht also eine Spielatmosphäre:
"The challenge for ecommerce right now is that it's just so big and all encompassing when you go to most sites. It's work. What Gilt did in its first iteration was to make it simple, fast and fun. It's never boring, it's always new."
Diesen Spielcharakter können ihr zufolge klassische Shops nicht bieten:
"We make shopping about discovery, not about a task. You don't go to Amazon to play. On sites lie Gilt, it's as much about what am I going to find as it is about what do I need to buy."
Hierzulande schafft bereits das Live-Shopping-Portal Deutschlandklickt.de beispielhaft eine Spielatmosphäre. Ein spannender Verkaufsansatz, der es hoffentlich bald auch auf das Apple iPad schafft.
Mehr zu Spielemechaniken gibt es noch im kompletten Beitrag bei eConsultancy ("The Future of Commerce lies in Gaming").
Passend dazu:
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