Many times, when launching a marketing action, whether offline or online, we do it without following any kind of strategic plan, we try to "see how it goes", without setting objectives, without being able to measure results and, worst of all, having wasted time and money. This will no longer happen if we use gamification.
It is essential for any company to establish certain key indicators that help to measure the success or failure of its strategies and actions. It is necessary to know what is being done well and what needs to be changed or enhanced. This is achieved thanks to the KPIS.
However, it is the retail sector that must take these indicators into account the most, since it is one of the most competitive in the market. Focused on constantly increasing sales and retaining as many customers as possible, it must generate strategies that allow it to position itself above its competitors and build customer loyalty.
So, looking at this scenario, how can we get information from our customers, build customer loyalty and stand out from our competition? We explain it to you below.
First of all, what is KPIS?
A KPI (Key Performance Indicator) is a metric that allows you to know the actual performance of a company. It is an indicator that provides very valuable information to measure performance and make strategic decisions and, in addition, facilitates the anticipation of future problems and the correction of errors with a greater margin of time.
It is used to diagnose the current state of the company and define a future course of action.
Important!
- They must always be oriented towards a strategic objective.
- They must be measured over a specific period of time, whether daily, weekly or monthly.
What do we get out of it?
- To have a detailed overview of the effectiveness of the actions developed.
- To optimize strategies during their execution.
- To monitor the evolution and profitability of the business.
But what can I measure with KPIS?
There are an infinite number of indicators that monitor sales, each focused on a specific or more generic sector of activity.
Some categories that we find are those that measure:
- Traffic: controls the number of users passing in front of the establishment, stopping or entering, and the time spent inside.
- Conversion: measures the ability to convert potential customers into current customers.
- Transactions: measure some indicators such as sales, units per ticket, average ticket, best-selling categories, among others.
- Profitability: controls margins, productivity or the relationship between expenses and sales.
- Loyalty: allows to know the frequency of purchase.
- User satisfaction: measures the ability to satisfy customers or to exceed their expectations.
Gamification!
Gamification is a marketing strategy that consists of applying game techniques in a non-game context, such as the point of sale. It is an action that enriches the shopping experience and helps to attract new customers or retain existing ones.
Why can't it be fun to buy a product or service?
The secret of success lies in creating simple and fun games that, in turn, promote a certain behavior on the part of consumers. This will make it easier for the user to be more comfortable within the gaming environment and have a greater predisposition to consume.
What advantages do we get with gamification?
- Make the user spend more time in the establishment, generating greater buying opportunities.
- More feedback in less time.
- An active and participative user within the purchasing process.
- Differentiation, loyalty and positioning.
New technologies at the point of sale
The need to reinvent itself to continue growing has led the retail sector to bet more and more on new technologies at the point of sale. In order to adapt to the new digital customer, improve their shopping experience and build loyalty, the use of these technologies has become a stamp of added value.
Augmented reality, virtual reality or experiences within the app environment manage to unite the online and offline world, enhancing the brand image, creating a fully personalized shopping experience and differentiating us from the competition, by being more creative and innovative.
How to use gamification to obtain KPIS
How would you feel if you were told that you could obtain essential data from your customers in a fun, innovative and non-intrusive way? Would you believe it was possible? At DeuSens we've done it, here's how.
We recently developed an Augmented Reality Hyperexperience for Campofrío that combined activation and technology within the point-of-sale. The goal was to obtain valuable KPIs that, in turn, would generate leads for the brand.
Thus, through a promotion in the form of a mini-game, we were able to obtain valuable consumer data from the retailer for Campofrío. In addition, we were able to communicate their product portfolio in a different way that helped to enhance and improve the shopping experience and achieve greater loyalty, adding value to the brand.
