[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
More and more e-commerce brands are relying on marketing gamification<\/a> to boost<\/strong> audience engagement and conversion<\/strong>. Integrating game mechanics enables prospects and customers to progress through the purchasing process. From discovery to loyalty, gamified animations maximize interaction and encourage action. <\/p>\n In this guide, we look at the impact of gamification in e-commerce<\/strong>. For each phase of the buying process, we’ll decipher the benefits of integrating interactive mechanics, drawing on examples of brands that have boosted their sales thanks to marketing games. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”–et_global_body_font|300|||||||” global_colors_info=”{}”]<\/p>\n In the digital age, <a href="https:\/\/www.socialshaker.com\/blog\/2024\/09\/27\/8-idees-de-jeux-dinstants-gagnants-pour-capter-de-nouveaux-prospects\/ Gamification enables e-tailers toattract the attention of their audience by offering fun experiences<\/strong> that encourage visitors to interact with their content. This creates an effect of curiosity and immediate engagement (thanks to attractive prizes<\/a>). In this way, gamified marketing increases brand awareness and qualified traffic. <\/p>\n Adapted gamification mechanisms :<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Cosmetics brand Yves Rocher set up a \u201cwheel of fortune\u201d on its website. This allowed visitors to win discounts or free products in exchange for subscribing to the newsletter. This initiativeincreased its databaseby 6%<\/a> in just 30 days. <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2025\/07\/yves-rocher-roue-de-la-chance.webp” _builder_version=”4.27.4″ _module_preset=”default” alt=”yves rocher roue de la chance” title_text=”yves-rocher-roue-de-la-chance” hover_enabled=”0″ sticky_enabled=”0″ align=”center”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Once attention has been captured, visitors’ interest must be maintained by immersing them in the brand’s universe. Marketing games encourage site exploration and product discovery, and reinforce emotional engagement with the company and its products. They collect valuable data for targeting (product recommendation, retargeting, etc.). <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”–et_global_body_font|300|||||||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2025\/05\/bien-manger-memory-gamification-e-commerce.webp” alt=”Bien Manger – Memory gamification e-commerce” title_text=”bien-manger-memory-gamification-e-commerce” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”85%” custom_margin=”44px||51px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The ASOS online store offers shopping quests where users can \u201cunlock\u201d benefits by performing certain actions, such as exploring new collections, writing reviews or sharing on social networks. This strategy helped increase the number of active customers by 2%<\/a>, from 25.3 million to 25.7 million in one year. <\/p>\n The Bien Manger brand relied on the Quiz to collect precise data on its visitors’ cooking habits and improve its catalog coverage.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2025\/05\/bien-manger-quiz-gamification-e-commerce-.webp” alt=”Bien Manger – e-commerce gamification quiz” title_text=”bien-manger-quiz-gamification-e-commerce-” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”85%” custom_margin=”44px||51px||false|false” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The conversion stage is the most critical for brands. The challenge is to transform a visitor who has shown interest into an active customer. Gamification enables us to offer incentives to purchase by reducing the psychological barriers to conversion. Marketing games can be used to distribute time-limited incentives (in the form of discount coupons). <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”–et_global_body_font|300|||||||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Clothes e-commerce site Zalando integrated an online scratch card game that allowed customers to win discounts on their purchases. This fun initiative helped increase conversion rates and boost sales. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Post-purchase engagement is crucial. It helps to reduce shopping cart abandonment rates<\/strong>, which are one of the main reasons why e-tailers lose revenue. It’s also an effective strategy for encouraging up- or cross-selling, by sharing incentives to add products to the cart. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”–et_global_body_font|300|||||||” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Clothing brand H&M set up a shopping challenge on its e-commerce site. The brand’s customers received a discount when their shopping basket reached a certain point. This strategy encouraged customers to increase their average basket and complete their purchases quickly. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Let’s not forget the last stage of the buying journey: retention. Retaining customers costs less than converting new ones<\/strong>. A good gamification strategy in e-commerce should include mechanisms to reward repeat purchases or encourage any other post-purchase action (leaving a review, recommending the brand, etc.). <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”–et_global_body_font|300|||||||” global_colors_info=”{}”]<\/p>\n1. Comment attirer l’attention gr\u00e2ce \u00e0 la gamification ?\u00a0<\/h2>\n
“>capturing consumers’ attention<\/a> is a challenge. Brands have to deal with stiff competition<\/strong> and stand out from the advertising messages to which users are exposed on a daily basis. <\/p>\n\n
Yves Rocher met en place une Roue de la Fortune<\/h3>\n
2. Consideration: Involving consumers and generating interest<\/h2>\n
The right gamification mechanics <\/h3>\n
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Bien Manger collecte des pr\u00e9f\u00e9rences produit via un Quiz<\/h3>\n
3. Acquisition: turn interest into purchase with interactive animations <\/h2>\n
The right gamification mechanics<\/h3>\n
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Zalando met en place un jeu de grattage pour stimuler les ventes<\/h3>\n
4. Engagement : Increase the average basket and reduce basket abandonment<\/h2>\n
The right gamification mechanics<\/h3>\n
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H&M augmente le panier moyen gr\u00e2ce au jeu<\/h3>\n
5. Loyalty: E-commerce gamification to turn customers into ambassadors<\/h2>\n
The right gamification mechanics<\/h3>\n