In recent years, there have been major changes in the composition of customer reward programs. Everyone loves discounts, but today's shoppers want more. They want brands and retailers to think outside the box and deliver personalized experiences that add value to their loyalty. The key to gamified customer engagement is experiential rewards. The key is to offer enriching and relevant experiences to the customer. Incorporating game mechanics into your rewards program is a tried and tested tactic to improve the shopping experience and attract customers. Popular examples include points-based systems that reward customers for taking certain actions. Prize games and contests are a good example.

Gamification implies that you have direct communication with the customer that is fun for the user and encourages him to engage, which is aimed at buying your product. Through this communication, it is very important to design the psychology of rewards and immediate gratification. A high level of a thoughtful approach to the user is expected here, but as a reward, we have an abundance of data directly from the customer (zero-party data), as well as a proven improvement in brand perception and enabling the spread of positive information about the brand through the snowball effect.