Gamification in the Retail Experience

Image Source: Uriel Soberanes

In the competitive and dynamic world of Australian retail, delivering exceptional and memorable in-store experiences is the key to success. Cue the rising trend of gamification in the retail landscape. 

For those new to the term, gamification is the application of game-like elements to business activities, that traditionally wouldn’t use such concepts. Approximately 17 million Australians identify themselves as gamers. They spend an average of 83 minutes a day with interactive content, and the median age of gamers is 35. In 2021 the gamification market was estimated to be US$12.35 billion and is expected to grow 26 per cent by 2028. 

Gamification is a go-to tactic to enhance sales, brand awareness, and customer loyalty, creating an experience for your customers that goes beyond a mere transaction. It’s about tapping into the natural human impulse to achieve, be rewarded and be engaged. People are naturally competitive and therefore easily motivated to participate with the promise of a reward or bragging rights. By incorporating interactive elements and leveraging gamified experiences, Storepro helps retailers inject fun into captivating in-store environments that leave a lasting impression.


Gamification may be the key to elevating the instore experience and enhancing brand awareness by infusing shopfitting with excitement and interactivity. Through interactive touchscreens, captivating augmented reality (AR), and immersive virtual reality (VR) experiences, retailers can create engaging instore atmospheres aligned with your brand values that captivate shoppers. 

Chanel’s Beauty Pop-up | Image source: Retail Focus UK

Picture a sports apparel store where shoppers can test their sporting skills on interactive screens, earn points, and unlock exclusive discounts, reinforcing the brand’s commitment to an active lifestyle. These gamified elements not only engage customers but also provide an opportunity for retailers to showcase their products in an innovative and memorable way.

By immersing customers in interactive experiences, retailers can forge stronger connections and drive brand loyalty. They key is knowing what will and won’t resonate your customers, keeping your gamified efforts fun, meaningful and relevant.


Gamification can help Australian retailers deliver personalised experiences that resonate with customers. 80% of consumers more likely to make a purchase when brands have offered a personalised experience. Interactive challenges and games is easy way to collect personal information about a shopper that comes directly from the consumer. By collecting and analysing this customer data, retailers can understand their preferences and tailor their offerings and promotions to individual shoppers. Done the right way, this creates a sense of exclusivity and personalisation that make customers feel valued. It reduces messaging that is irrelevant and intrusive, leading to long-term relationships and increased customer lifetime value.


Brands can leverage the power of gamification to enhance brand reach and encourage social sharing among their customers. Gamification has been shown to increase customer acquisitions by as much as 700%. Creating visually appealing and shareable experiences instore and online encourages organic word-of-mouth promotion, attracting new customers to the store and amplifying brand visibility. It’s important to remember, gamification is all about long-term engagement and not just creating an initial buzz. Customers are looking for experiences that showcase creativity and customiz\sation, not simply a digitised punch card.


Gamification doesn’t have to be limited to customer-facing experiences; it can also be applied internally to motivate and engage employees. Motivated and productive staff is vital in delivering exceptional customer experiences. Retailers can implement gamified training programs, incentives, and performance-tracking systems that use typical elements of gameplay such as rules of play, point scoring, milestones and competition related to their professional activity.

For example, a game aimed at improving store associates knowledge of products and their positioning in-store that they can play on the POS during slow periods, keeping them entertained and engaged. Or gamifying the checkout process with success metrics such as items scanned per minute and average transaction time that are linked to milestones. Data can then be used to provied employees personalised feedback and guidance. By infusing an element of friendly competition and recognition, staff are empowered to excel within a positive work environment that drives success both internally and externally.

In the competitive Australian retail industry, the combination of shopfitting and gamification enables retailers to elevate their in-store experiences to new heights. With personalised experiences, amplified brand reach, and the excitement of gamification, retailers can forge stronger connections and engagement with customers. Storepro can help you combine gamification in shopfitting and revolutionise your in-store experience, making a lasting impact on Australian shoppers and driving your business towards prosperity.

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