Gamification In Packaging: Everything You Need To Know
Is your packaging connecting with the target audience? And is connecting enough to build long-term relationships with your customers?
You need to think beyond that and make packaging a fun experience. With gamification, you can accomplish that because it focuses on customer engagement through interactive experiences. It further encourages them to build a strong bond with your brand and products.
But how can you incorporate gamification in packaging? And is that beneficial?
In this blog, we will explore this innovative approach in detail. By the end, you will know how to start using gamification in packaging to level up your business. So keep reading.
What Is Gamification?
Gamification includes interactive elements related to game design and gameplay in non-game-related experiences. These experiences can be educational, informative, or much more.
So, in simple words, you're doing this:
Converting Non-game Experience → Interactive Game
To improve it, you must use psychology and understand the target audience. Gamification includes video games, board games, cards, and other game design elements. It improves the overall experience of the customer, aka the end user.
These persuasive game-like structures keep customers engaged.
What Is Gamification In Packaging?
When gamification is used in packaging, several things can be implemented. Before learning about these, let's understand what gamification is.
Gamification in packaging is a way to build a deeper connection with your customers. You can provide educational experiences and make them fun so the customer stays focused on the product. It isn't a new concept; it has been around for a while, and many businesses have incorporated it.
One common example of gamification in packaging is McDonald's Monopoly game. McDonald's customers get sandwiches and drinks in special containers in some chains. These containers have small tabs that can be easily peeled off. But what's in it for customers?
They can win free food, prizes, money, etc.
However, technological advancements are transforming several other aspects. That's why augmented reality, QR codes, and smart labels are also being introduced in packaging. They serve as gamification elements and entertain customers at a deeper level.
Just think about a digital game and note elements of game design. Now, elevate the experience for consumers by using the same principles. You can stand out in a crowded market and form deeper relationships with your audience.
Step-by-Step Strategy For Implementing Gamification In Packaging
Now that you know about gamification in packaging, it's time to discuss how to implement it in your business. We have created a step-by-step guide to make the process much easier for you.
Make Detailed Outline of Customers
You need to know about your customers, and only then can gamification be a huge success. But before moving forward, you need to do one major thing.
Ask yourself what you want to accomplish with the gamification of packaging. Do you want to increase sales? Or maybe you want to gather quality customer data or brand loyalty.
No matter what it is, get clarity on that. Make sure that your goal is SMART.
- S - Specific
- M - Measurable
- A - Achievable
- R - Relevant
- T - Time-bound
By establishing goals using this formula, you'll accomplish goals more quickly. Here's an example of SMART goals:
Increase 20% sales in 3 months by including interactive gamification elements on packaging.
But will your customers like it?
To do this, you need to conduct thorough market research and understand more about your target audience's preferences and technological capabilities. For example, the gamification elements that resonate with Gen Z may not get the same response from boomers and millennials.
It's best to segment the audience into different groups. This will allow you to personalize the experience according to these segments and increase the ROI.
Carefully Implement Gamification Elements
Now that you know about your target audience, choose game mechanics. Select the game mechanics that are most effective for your customers.
- Points
- Levels
- Rewards
These are just a few examples you can think of even beyond that. Now, determine if you want to use digital tools like QR codes, AR/VR, or mobile apps. But why should you do that?
It'll enhance the interactivity.
Make sure that the technology isn't complex and user-friendly for customers. Your packaging doesn't have to be limited to digital gamification elements. Instead, physical elements and their possible impacts on the audience should also be considered. Some of the physical elements include:
- Scratch-off panels
- Hidden messages
- Collectible packaging designs
But this will be in vain if you don't add a narrative around the packaging. People love stories, so make sure to add an interactive storyline or theme around the packaging. No matter what theme you choose, it must align with your brand identity. It can be a character-driven story, seasonal theme, or unique challenge.
Connect with designers to make your product packaging appealing. Design the packaging to provide immediate feedback on customers' actions. It includes:
- Revealing rewards
- Bonus points
- Access new content when they interact with packaging
Plan The User Journey
From your perspective, the gamification of packaging might be perfect. But what about the customer? Is the end-user on the same page?
You should identify it by planning the user journey. For this, make a step-by-step journey that the customer will take from:
Finding The Gamified Packaging → Interacting With It → Receiving Rewards → Lasting Impression On Customers
The entire experience should be intuitive and flow smoothly. Don't bound yourself to basic gamification experiences. Instead, consider multiple touchpoints that go beyond the initial purchase.
But what next? Should you launch it now?
No.
Before launching, you need to take an important step: testing. For this, develop some prototypes of gamified packages and test them with a small segment of your target audience. Conduct surveys and gather feedback on different perspectives, such as usability, engagement, overall satisfaction, etc.
Use the feedback to make necessary design, game mechanics, or user journey updates. Ensure you address every issue so there are no problems during the full-scale launch.
Make ideal consumer characteristics and make interactive packaging accordingly.
Launch The Gamified Packaging
Your gamified packaging is ready to be launched now. Work with reliable and experienced manufacturers to make sure that all gamified products are accurately produced and incorporated into packaging without compromising quality or functionality.
You must tell people about the gamified packaging and create hype about it.
Developing a marketing strategy and digital campaign is the best way to achieve that. Tell customers about the interactive features and potential rewards to create excitement. The purpose is to encourage customers so they ultimately purchase your product.
Don't rely on just one channel to engage customers and tell them about gamified packaging. Use various channels such as social media, email newsletters, and in-store promotions to encourage them to share their experience with gamified packaging.
Monitor And Measure Success
Analyze interaction with consumer brands and gamified packaging.
Track important engagement metrics such as participation rates, social media mentions, conversion rates, social sharing, digital experiences, and overall sales. Now, use this data to analyze consumer behavior. Understand how consumers are interacting with the gamified packaging and what they enjoy.
Check all the aspects where there might be drop-offs in engagement.
Collect this feedback from customers and adjust the packaging according to their responses. The aim should now be to improve the gamified experience based on their responses. Be creative, brainstorm ideas, and introduce new elements to keep the process fresh.
Now that you have all the stats and data check if the initial gamified packaging was successful. If the customer response was great, you should consider scaling the concept across other product lines or markets. Don't hesitate to try new gamified elements in your packaging.
How Gamification Packaging Can Impact Your Businesses
If you strategically implement gamification, your business will be a huge success. It will help you become a true champion in the competitive market.
So, let's look at some of its benefits.
Enhanced Consumer Engagement
With gamified product packaging, standard product interaction is transformed into an engaging experience. Customers feel more connected to the brand and interact more deeply with it. As a result, consumers gain memorable and enjoyable experiences, strengthening the connection between customers and products.
Increased Brand Loyalty
Customers love it when they gain something extra with a product. It might be a freebie, collectible, or reward. That's why they keep returning to make regular purchases, increasing customer retention. If the purchasing experience and product are fun, consumers are more likely to be loyal to a brand.
Boosted Sales And Revenue
Want to drive impulse purchases?
Then, using gamified packaging is an incredible solution. It also improves the perceived value of your product. Customers are more likely to purchase a product offering additional entertainment, leading to higher sales and revenue.
When digital technologies are combined with gamification strategies, brands can reach a wider audience. These are some of the common types of benefits of employing this packaging.
Tips To Improve Gamified Packaging
This consumer-driven innovation process is improving packaging technologies. Different types of rewards should be offered to make consumers value packaging. Use advancements in technology to improve consumer perspective.
Now that you know all the steps to implement gamification in packaging, here are some tips to improve it further.
- Engage multiple senses by incorporating textures, sounds, or scents into the packaging.
- Design a gamified experience that encourages consumers to collaborate or compete with others. Gain real-time data to enhance the gamified consumer experience.
- Introduce a sense of urgency by offering time-sensitive challenges or rewards.
- Use sustainable materials and design the experience to minimize waste. The engaged customers will notice this innovation and appreciate sustainable consumption.
Ending Thoughts
The competition in every industry is fierce, and standing out is more difficult than ever. That's why it's important to include gamification elements in your packaging. If you carefully execute it, then brand awareness and engagement can increase. Then, it'll be a matter of time before your sales and revenue also become high.
Ensure proper analysis and understand what your audience is looking for. You can get excellent results from gamification by understanding their preferences, likes, and dislikes.
But doing it alone can be difficult, especially if you're new to this technology. Then what should you do?
Partner with a reputable and experienced company. Contact Altro Labels now to improve your packaging and win customers' hearts.