ION Orchard Embraces Gamification in Response to Experiential Retail Demand
ION Orchard, a well-known shopping mall in Singapore, has enhanced its customer loyalty strategy by integrating gamification, Singapore Business Review reported.
The mall recently launched its in-app augmented reality game, World of Rewards, as part of its updated mobile app. Customers can now roam around the mall and visit participating retailers, such as Marimekko Cafe, Nespresso, Jo Malone London, and TWG Tea, for a chance to win over 30 rewards.
“Shopping is a multi-sensory experience, and it is important for ION Orchard to seek new ways to maintain shoppers’ interest at all touch points from offline to online. One such way is gamification. The gameplay experience was designed to be simple and easy for shoppers to earn rewards, which encourages recurring behavior and long-term engagement. The future of retail is consistently being redefined and we are seeing more brands move towards gamification,” Orchard Turn Developments Chief Executive Officer Yeo Mui Hong told Singapore Business Review.
Yeo also emphasized that for brands aiming to incorporate gamification into their strategies, it is essential to keep the games fresh and regularly updated. She also noted that the game mechanics should align with the audience’s interests.
Alongside World of Rewards, ION Orchard has introduced in-app game boards, which enable shoppers to earn rewards by completing various tasks and missions. However, gamification is just one aspect of ION Orchard’s comprehensive loyalty ecosystem. The app also features integrated digital payments, rewards, and exclusive deals.
“For example, our Easy Earn program eliminated the hassle of scanning receipts, enabling shoppers to instantly earn and redeem points with every purchase. With the rollout of the new app, we were able to streamline our ION+ Rewards implementation on both the earning and redemption front,” Yeo Mui Hong said.
To boost retail activity, ION Orchard has recently undertaken several initiatives, including hosting the Lost in Enchantment exhibition by Australian artist Amanda Parer, creating experiential spaces, and installing interactive displays and pop-ups around the mall.
