Victoria's Secret Uses Gamification and Reveals Marketing.

Customers looking for value like to be rewarded for their loyalty, but a wallet cluttered with paper coupons or carrying dozens of plastic rewards is never fun. Enter the loyalty apps.

These free apps give brands valuable data about their customers' purchases, habits, and preferences while providing an enjoyable experience for the consumer.

By implementing loyalty programs that work on your customers' mobile devices, businesses can keep communication and advertising in the pockets of their customers. Despite the benefits, many branded applications are failing to provide value to their visitors, resulting in low conversion applications.

To ensure that their app brings value, Victoria's Secret uses gamification and reveals marketing. Both of these marketing tactics offer a simple way to engage visitors and get them back for more.

The loyalty application Pink Nation has a simple reason: to encourage users to unlock badges by flipping through brand catalogs and playing brand games. Games such as scratch offers and a "trace to reveal" stimulate engagement with the application by playing on the curiosity of the user. Due to the concealment of their messages, visitors are forced to interact with the application, which leads to high levels of engagement and brand awareness.

This tactic of "revelation" is not a surprise for a brand that has gained notoriety by being characterized by the same word. Developer.

Digital marketer Simon Spencer praised the application's functionality by saying, "What's great about the app is that it encourages users to explore. It is simple to navigate and provides fun features like a camera and the current weather. The hope is that with enough exploration and a timely offer, the user will flourish into a customer. "

For users to return more, the app sends push notifications asking users to come back to unlock more "badges".

This idea of ​​gamification is not new. According to research firm Gartner, by the end of 2014, more than 70% of Global 2000 organizations will have at least one "gamified" application.

Why should you use Gamification?

To encourage a specific response or behavior, think "Scratch to Reveal"

Increase the perceived importance of otherwise "minor" actions

Promote competition; think higher scores compared to friends or more badges
Retain clients by setting goals (higher levels = more reward)