USE OF GAMIFICATION AND GAMES IN LOYALTY PROGRAMS

Abstract

Introduction. A key element of loyalty programs is to stimulate customer retention, which in turn is influenced by a number of factors, such as the quality of service, the location of the business and the supply of products. In the concept of relationship marketing, consumer retention is considered as the basis of long-term profitability of the enterprise. The purpose of the article is to form a clear idea of the use of gamification and games in loyalty programs, to separate the benefits of business structures from the use of exciting group games in loyalty programs. Results. The article highlights the use of gamification and games in loyalty programs, which offer rewards, discounts and other special incentives as a way to attract and retain consumers, strengthen brand confidence, form a loyal consumer of business structures. The difference between the concepts of game and gamification is defined, which consists in different results within the application of loyalty programs and are used for deeper involvement of participants. The main facts of consumer loyalty are grouped based on the results of marketing research. The author also identified factors influencing the use of games in loyalty programs, such as the cost of games and gamification, the availability of electronic devices for games, emotions, desires and incentives of consumers and more. Based on marketing research, the main emotional reasons for players to engage in video / computer games are presented, among which the largest share should be disconnected from reality, relaxation from a busy day and wasting free time. The list of benefits of business structures from the use of group games in loyalty programs is determined. Key words: gamification, games, loyalty program, brand, emotions, reward, commitment, devotion.