To maintain engagement with customers between purchases, many leading brands are now leveraging gamification, the application of game-playing elements to nongame environments.
Introducing gamification activities into loyalty programs helps drive program participation and motivates customers to take valuable actions, such as writing reviews and completing surveys. Brands benefit from learning more about their customers’ behaviors and preferences, while customers reap the rewards earned.
Oracle CrowdTwist Loyalty and Engagement is a leading multi-channel loyalty program provider, helping brands deepen relationships with customers through spend and engagement. We offer several game mechanics that incentivize and reward customers for their brand interactions.
In this article, we’ll examine how to leverage the Oracle CrowdTwist platform to create a fun gamified experience for your loyalty members.
A points economy provides the foundation and underlying currency for loyalty programs. Points are assigned to all transactional and engagement-related activities, and their weight depends on the value and frequency of the action. Points-based programs are typically easy to participate in, keeping members motivated to earn.
There are two ways in which members can earn points in an Oracle CrowdTwist loyalty program: spend and engagement.
When rewarding members for spending, the Oracle CrowdTwist platform allows clients to establish a baseline point-per-dollar conversion rate for commerce transactions. Transactional multiplier rules based on tender and transaction types can then be layered in to customize reward opportunities further. For example, consider offering 4x points to customers who pay with a brand’s private label credit card.
Brands can also assign point values to engagement-related activities, but on an individual basis. For example, a one-time survey should be worth a higher point value than a daily login, which loyalty members can complete every day.
Oracle CrowdTwist offers nine varying frequency caps (daily, weekly, monthly, and lifetime) across all purchase and engagement activities, providing flexibility for all program types.
Activities allow CrowdTwist clients to incentivize and collect actionable data from customers at every touchpoint. The platform tracks a variety of engagement behaviors, including referrals, reading or watching content, connecting socially, entering a code, and taking a survey, poll, or quiz.
CrowdTwist offers four primary activities native to our platform that boost audience engagement and drive loyalty through gamification:
Each feature has its own self-service tool and the option of a customer-facing widget and/or corresponding APIs for integration.
Code Redemption is designed to award points to users who redeem a code value within the loyalty dashboard. It drives acquisition and incentivizes members to log in after completing external actions, such as attending events or following brands on social media. The Oracle CrowdTwist platform provides the opportunity to create standalone or grouped code redemption campaigns.
Surveys allow brands to gather first-party preferences and insights from their loyalty member bases. They can be built with three different types of responses:
Marketers can then leverage survey responses to create personalized customer journeys and more targeted marketing efforts.
Polls record loyalty member opinions or votes on a specific topic. Members can see real-time poll results after submitting their responses, and the Oracle CrowdTwist platform offers several ways to share this information with them, including:
Quizzes increase engagement by testing members’ knowledge across brand-related content or fun, seasonal trivia questions. A quiz can have any number of multi-select and single-select questions.
There are three different grading and awarding strategies:
CrowdTwist also offers a “point-on-click” option for actions that aren't easily tracked via an integration. In these cases, points are awarded when a member clicks on an activity icon and is directed to a specific webpage or video.
After purchasing a Sleep Number bed, loyalty members are incentivized to complete various engaging sleep-related activities that help keep the brand top of mind. All brand-related content and surveys, such as the “Take the Pillowfit Quiz” and “How To Find The Right Sheet,” are hosted on Sleep Number’s website, leveraging Oracle CrowdTwist to track and incentivize for engagement.
Using the data collected from these activities, Sleep Number can personalize the customer experience and target members with relevant communications and promotions. They’re also able to identify their brand advocates and surprise and delight them with rewards and points.
When you support these gamification tactics with the right rewards mix for your customers, they’ll be motivated to complete more activities, earn more points, and make more redemptions. And the more active your customers are with your loyalty program, the easier it will be for you to retain, engage, and create stronger relationships with them.
To learn more about Oracle CrowdTwist, take the quick product tour below or check out some of our clients’ award-winning programs.
Rosanna Tirrito joined Oracle after the 2019 acquisition of CrowdTwist, where she was one of the first employees hired. She has 12+ years of senior client service leadership experience. Prior to the acquisition, she was responsible for managing relationships with all CrowdTwist clients and leading a team of account managers through client onboarding and day-to-day operations. Rosanna's new focus within Oracle is to drive global enablement of loyalty implementation, cultivate customer advocates and devise industry best practices. She previously held positions at Clear Channel and SonyBMG.