How can we increase the revenues making clients having fun?

Birra Baladin was able to improve its relationship with customers, increasing the sales and revenues, by using Facebook, in order to stimulate the engagement: clients can create their personalized labels which are then published on the Facebook page of Birra Baladin. This type of Gamification is different from the traditional one since there is no competition but only the possibility to get satisfaction from the publication of their own idea on the Facebook Page of a Prestigious Brand. Gamification, in this case, generates involvement and amusement of clients, increasing the engagement and loyalty of the community of users of beer. It is not necessary the use of scores and prizes but, through this strategy, the company stimulates the behaviours of clients with an appropriate incentive.

Gamification strategy

Gamification is the application of game elements and digital game design techniques to non-game problems, such as business and social impact challenges. It is used by companies to improve user engagement and to encourage customer loyalty but also in the organizational aspects, like organizational productivity, flow, learning, employee recruitment and evaluation, to motivate employees, to create healthy competition among teams, to generate buzz or social proof.It mainly refers to a process of creating amusing, pleasant and motivating systems, services and activities.

The Gamification techniques and tools are used to:

Create consumer engagement with the brand through incentives to participate in activities organized by the company;

Support customer loyalty and relationship with company;

Involve consumers in a series of activities and operations that allow the company to collect a lot of useful data;

Innovate through sharing ideas between company and consumers.

There are many different game elements that can be used in the process of gamification. They are divided into three categories:

  • dynamic: limits, emotions, storyline, participant’s progression and social relations;
  • mechanical: challenges, distractions, competition, cooperation, rewards and new competences;
  • components: results, avatar, boss fight, rewards, leaderboard, levels, points and team.