8 Min Read |

In brick-and-mortar retail, gamification has been deployed in recent years to make the shopping experience more exciting, and entice more consumers into stores. It’s a strategy that applies game mechanics, such as leader boards, levels, points and badges, to the retail experience — but anything a brand does to make the product discovery and purchasing process more playful could, broadly speaking, come under the umbrella of gamification.

Those same mechanics can also be applied to online retail. And in the wake of the beauty industry’s mass migration to digital at the start of the pandemic, more brands are now turning their attention to gamifying ecommerce as a means to drive sales and build their narrative.

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Updated December 2022

 

 

by Richard McKeon