{"id":7480,"date":"2024-03-14T09:23:14","date_gmt":"2024-03-14T08:23:14","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=7480"},"modified":"2024-05-28T15:36:09","modified_gmt":"2024-05-28T13:36:09","slug":"just-one-more-level-how-to-use-gamification-in-loyalty-programs","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tipy-triky\/just-one-more-level-how-to-use-gamification-in-loyalty-programs\/","title":{"rendered":"U\u017e jen kousek do dal\u0161\u00ed \u00farovn\u011b! Vyu\u017eijte gamifikaci v z\u00e1kaznick\u00fdch programech."},"content":{"rendered":"

Pokud chcete modernizovat z\u00e1kaznick\u00fd program, s\u00e1hn\u011bte po gamifikaci. P\u0159i spr\u00e1vn\u00e9m vyu\u017eit\u00ed dok\u00e1\u017ee tato metoda bezpe\u010dn\u011b aktivovat z\u00e1kazn\u00edka a zajistit jeho retenci. Na praktick\u00fdch p\u0159\u00edkladech zjist\u00edte, jak z gamifikace vyt\u00e1hnout maximum.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

GAMIFIKACE A BUSINESS<\/p>\n\n\n\n

Jist\u011b zn\u00e1te ten skv\u011bl\u00fd pocit, kdy\u017e vyhrajete parti\u010dku karet nebo zaujmete nejvy\u0161\u0161\u00ed p\u0159\u00ed\u010dky v tabulce libovoln\u00e9 online hry. Lid\u00e9 prost\u011b r\u00e1di vyhr\u00e1vaj\u00ed. Nen\u00ed tedy divu, \u017ee marketingov\u00e1 gamifikace dok\u00e1\u017ee a\u017e 7\u00d7 zn\u00e1sobit konverze a zv\u00fd\u0161it akvizici a\u017e o 600 %. Z\u00e1bava jednodu\u0161e vyd\u011bl\u00e1v\u00e1.<\/p>\n\n\n\n

Kl\u00ed\u010dovou ot\u00e1zkou potom je: Jak p\u0159enesu tento opojn\u00fd pocit \u00fasp\u011bchu do sv\u00e9 marketingov\u00e9 strategie?<\/p>\n\n\n\n

Zaprv\u00e9 pot\u0159ebujete v\u00fdkonn\u00e9 n\u00e1stroje, kter\u00e9 gamifikaci v\u016fbec umo\u017en\u00ed: tady poslou\u017e\u00ed nap\u0159. CDP & CRM CareCloud. Pomoc\u00ed aplikace Administrace & Loajalita m\u016f\u017eete libovoln\u011b upravovat sv\u016fj vysn\u011bn\u00fd z\u00e1kaznick\u00fd program a obohatit jej o odznaky, li\u0161ty postupu, unik\u00e1tn\u00ed kv\u00edzy a dal\u0161\u00ed. Retence ale nestoj\u00ed pouze na n\u00e1stroj\u00edch.<\/p>\n\n\n\n

Jako druhou v\u011bc pot\u0159ebujete origin\u00e1ln\u00ed koncept, kter\u00fd z\u00e1kazn\u00edky nadchne a motivuje k registraci do va\u0161eho programu. K nastartov\u00e1n\u00ed inspirace jsme si p\u0159ipravili n\u011bkolik p\u0159\u00edklad\u016f \u00fasp\u011b\u0161n\u00e9 gamifikace z praxe. Jde se na v\u011bc.<\/p>\n\n\n\n

SOUT\u011a\u017dIVOST VYD\u011aL\u00c1V\u00c1<\/p>\n\n\n\n

Se skv\u011bl\u00fdm zp\u016fsobem, jak p\u0159il\u00e1kat lidi k zna\u010dce a nav\u00edc budovat komunitu, p\u0159i\u0161el Nike skrze svou aplikaci Run Club. V n\u00ed si m\u016f\u017eete vytvo\u0159it vlastn\u00ed tr\u00e9ninkov\u00fd pl\u00e1n, z\u00edsk\u00e1vat trofeje a sout\u011b\u017eit v \u017eeb\u0159\u00ed\u010dc\u00edch.<\/p>\n\n\n\n

Nike v\u00e1m v \u017e\u00e1dn\u00e9m p\u0159\u00edpad\u011b sv\u00e9 produkty nenut\u00ed, ale naopak zdarma spravuje platformu, kter\u00e1 v\u00e1m pom\u00e1h\u00e1 z\u016fstat fit a nav\u00edc vyvol\u00e1v\u00e1 pocit soun\u00e1le\u017eitosti. Z\u00e1rove\u0148 v\u0161ak m\u00e1te zna\u010dku Nike neust\u00e1le na z\u0159eteli a v kl\u00ed\u010dov\u00e9m okam\u017eiku n\u00e1kupu d\u00e1te p\u0159ednost pr\u00e1v\u011b ji nam\u00edsto konkurence.<\/p>\n\n\n\n

Tatry Mountains Resort (TMR) se sv\u00fdm mezin\u00e1rodn\u00edm programem GOPASS p\u0159istoupilo ke gamifikaci obdobn\u011b. P\u016fvodn\u011b \u201cly\u017ea\u0159sk\u00e1\u201d aplikace nyn\u00ed zast\u0159e\u0161uje i ostatn\u00ed aktivity jako golf, akvaparky \u010di lanov\u00e9 parky, ale pr\u00e1v\u011b \u00fasp\u011bchy na ly\u017e\u00edch si mohou z\u00e1kazn\u00edci zaznamen\u00e1vat a sout\u011b\u017eit s ostatn\u00edmi.<\/p>\n\n\n\n

Tzv. \u201cSki Challenge\u201d se stala regul\u00e9rn\u00ed soci\u00e1ln\u00ed s\u00edt\u00ed pro ly\u017ea\u0159e. S ka\u017ed\u00fdm kilometrem, co uraz\u00edte na ly\u017e\u00edch, pln\u00edte \u00fakoly a z\u00edsk\u00e1v\u00e1te odznaky. Mimoto si m\u016f\u017eete vytvo\u0159it libovoln\u00e9 skupiny (pro rodinu \u010di p\u0159\u00e1tele) a sout\u011b\u017eit v nich mezi sebou. GOPASS uhodil h\u0159eb\u00ed\u010dek na hlavi\u010dku: ji\u017e p\u0159es 200 000 \u00fa\u010dastn\u00edk\u016f se do Ski Challenge p\u0159ihl\u00e1silo a \u010d\u00edsla st\u00e1le stoupaj\u00ed.<\/p>\n\n\n\n

GOPASS je z\u00e1\u0159n\u00fdm p\u0159\u00edkladem toho, jak dok\u00e1\u017ee zdrav\u00e1 sout\u011b\u017eivost podpo\u0159it prodej. Jeliko\u017e se lid\u00e9 sna\u017e\u00ed p\u0159ekon\u00e1vat sami sebe i ostatn\u00ed, prost\u011b si koup\u00ed dal\u0161\u00ed skipas, aby to dok\u00e1zali. Nav\u00edc je GOPASS ve sv\u00e9m p\u0159\u00edstupu zcela unik\u00e1tn\u00ed, tud\u00ed\u017e z\u00e1kazn\u00edci nikdy nep\u0159eb\u011bhnou ke konkurenci.<\/p>\n\n\n\n

Z\u00c1\u017dITEK JE ODM\u011aNA SAMA O SOB\u011a<\/p>\n\n\n\n

Dal\u0161\u00ed p\u0159\u00edklad pot\u011b\u0161\u00ed p\u0159\u00edznivce piva. \u010cesk\u00e1 fran\u0161\u00edza The PUB (Pilsner Unique Bar) ozvl\u00e1\u0161tnila n\u00e1v\u0161t\u011bvu hospod o speci\u00e1ln\u00ed pic\u00ed sout\u011b\u017e. Na ka\u017ed\u00e9m ze stol\u016f se nach\u00e1z\u00ed vlastn\u00ed p\u00edpa a k tomu je na st\u011bn\u011b um\u00edst\u011bna obrovsk\u00e1 obrazovka s \u017eeb\u0159\u00ed\u010dkem vypit\u00e9ho piva.<\/p>\n\n\n\n

V\u00edt\u011bze sice ne\u010dek\u00e1 \u017e\u00e1dn\u00e1 zna\u010dn\u00e1 odm\u011bna, ale p\u0159\u00e1telsk\u00e1 sout\u011b\u017eivost a z\u00e1\u017eitek z toho \u201cb\u00fdt sv\u00fdm v\u00fd\u010depn\u00edm\u201d tvo\u0159\u00ed recept na \u00fa\u017easn\u00e9 zapojen\u00ed z\u00e1kazn\u00edka. Ten t\u00e9m\u011b\u0159 s jistotou vypije v\u00edce, ne\u017e p\u016fvodn\u011b zam\u00fd\u0161lel. Z\u00e1\u017eitek z The PUB zosob\u0148uje typ gamifikace, kter\u00fd efektivn\u011b podporuje prodeje pomoc\u00ed origin\u00e1ln\u00edho konceptu.<\/p>\n\n\n\n

BEZ KV\u00cdZU ANI KROK<\/p>\n\n\n\n

Jak probudit z\u00e1jem o nov\u00fd produkt \u010di slu\u017ebu? Pomoc\u00ed zaj\u00edmav\u00e9ho \u00fakolu, kter\u00fd maj\u00ed z\u00e1kazn\u00edci vy\u0159e\u0161it: a\u0165 jde o v\u011bdomostn\u00ed hru, kv\u00edz, nebo jednoduch\u00fd r\u00e9bus. Jako odm\u011bna za vy\u0159e\u0161en\u00ed skv\u011ble poslou\u017e\u00ed voucher \u010di drobn\u00e1 sleva, ale i samotn\u00e9 intelektu\u00e1ln\u00ed uspokojen\u00ed d\u011bl\u00e1 u z\u00e1kazn\u00edk\u016f divy. Sephora se v\u0161ak rozhodla vyu\u017e\u00edt gamifikaci jinak.<\/p>\n\n\n\n

Jej\u00ed program Beauty Insider (jen v Severn\u00ed Americe m\u00e1 17 milion\u016f \u010dlen\u016f) brilantn\u011b sb\u00edr\u00e1 z\u00e1kaznick\u00e1 data pomoc\u00ed kv\u00edz\u016f. Hravou formou z\u00edsk\u00e1 od z\u00e1kazn\u00edka informace o pleti, make-up rutin\u011b, \u010di ko\u017en\u00edch alergi\u00edch.<\/p>\n\n\n\n

P\u0159\u00edklad: z\u00e1kaznice obdr\u017e\u00ed emailem kv\u00edz ohledn\u011b pou\u017e\u00edv\u00e1n\u00ed rt\u011bnky: obl\u00edben\u00e1 barva, zna\u010dka, \u010di typ rt\u016f. Zadan\u00e1 z\u00e1kaznick\u00e1 data pak m\u016f\u017ee Sephora vyu\u017e\u00edt nejen jako poznatky o jej\u00edch preferenc\u00edch, ale tak\u00e9 jako z\u00e1klad personalizovan\u00e9 nab\u00eddky. Z\u00e1kaznici te\u010f budou chodit doporu\u010den\u00ed jen dle jej\u00edch preferenc\u00ed, spolu s u\u017eite\u010dn\u00fdmi tutori\u00e1ly a \u010dl\u00e1nky o rt\u011bnk\u00e1ch.<\/p>\n\n\n\n

Insider Program p\u0159i\u0161el se skv\u011bl\u00fdm zp\u016fsobem jak zapojit z\u00e1kazn\u00edky, upevnit jejich v\u011brnost a nav\u00edc z\u00edskat z\u00e1kaznick\u00e1 data nav\u00edc. Gamifikace se Sepho\u0159e mimo\u0159\u00e1dn\u011b povedla: a\u017e 80 % zisk\u016f plyne od \u010dlen\u016f Insider Program.<\/p>\n\n\n\n

GAMIFIKAC\u00cd K ZISKU<\/p>\n\n\n\n

Trh u\u017e s rostouc\u00edm z\u00e1jmem postupn\u011b \u201cgamifikuje\u201d, a to ve velk\u00e9m. Tr\u017en\u00ed hodnota gamifikace se mezi roky 2016 a 2021 t\u00e9m\u011b\u0159 ztrojn\u00e1sobila, jak p\u00ed\u0161e Statista.com. Aby v\u00e1m ale gamifikace p\u0159inesla k\u00fd\u017een\u00fd zisk, mus\u00ed b\u00fdt origin\u00e1ln\u00ed, srozumiteln\u00e1 a chytlav\u00e1.<\/p>\n\n\n\n

K dosa\u017een\u00ed vysn\u011bn\u00e9 gamifika\u010dn\u00ed strategie v\u00e1m napom\u016f\u017ee CDP & CRM CareCloud. V jej\u00ed nab\u00eddce n\u00e1stroj\u016f se v\u00fdj\u00edm\u00e1 zejm\u00e9na prvot\u0159\u00eddn\u00ed aplikace na management z\u00e1kaznick\u00fdch program\u016f. S pomoc\u00ed intuitivn\u00edch a v\u0161estrann\u00fdch n\u00e1stroj\u016f t\u00e9to platformy se gamifikov\u00e1n\u00ed stane hrou.<\/p>\n\n\n\n

Ud\u011blejte business z\u00e1bavn\u00fdm s CareCloud.<\/p>","protected":false},"excerpt":{"rendered":"

Gamification is the go-to word when it comes to loyalty program improvement. It can drive customer engagement and increase retention, but only with enough vision and clever realization. Learn from the best in the business and strive for excellent gamification. GAMIFICATION AND BUSINESS Remember the feeling of winning a game of cards? Or absolutely smashing…<\/p>","protected":false},"author":9,"featured_media":7481,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[13,17,22],"class_list":["post-7480","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-emailing","tag-loyalty","tag-retail"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/7480","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=7480"}],"version-history":[{"count":5,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/7480\/revisions"}],"predecessor-version":[{"id":7716,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/7480\/revisions\/7716"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/7481"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=7480"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=7480"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=7480"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}