GAMIFICATION AS AN INNOVATIVE COMMUNICATION TOOL FOR CUSTOMER ACQUISITION AND RETENTION

Abstract

In the modern era of digitalization and processes automatization, the innovative methods of communication in marketing are getting one of the main instruments for the enterprise to gain customers attention and retain them in a long-term perspective. Gamification is one of such instruments that can help companies reach one of their primary tasks for the successful operational activity – retain active customer and engage new ones. The article goal is to classify types of gamification and determine advantages and disadvantages of its implementation. The relevance of the article lies in the need of analyzing the gamification tool for its further development in Ukraine. This article provides different definitions of gamification depending on its goals and methods of implementation, as well as part of the marketing activities of the enterprise. The article classifies different types of gamification depending on the application environment (internal, external, behavioral), usage environment (web-site, mobile application, offline and hybrid) and its mechanics (spin-to-win, scratch games, code words and others). The advantages, disadvantages, as well as risks associated with the use of gamification in the company’s activities are determined, paying special attention to fraud monitoring and financial security of the company. The article describes the main stages of implementing a gamification tool at an enterprise, considering the necessary components for successful preparation, launch and implementation, as well as further analysis to achieve a win-win situation between the company and the consumer. Cases of the gamification use in Ukraine are analyzed separately. The mechanics of gamification in each individual case, the purposes of its application, the types according to the compiled classification, as well as unique rewards for consumer retention and engagement are determined. At the same time, companies of different forms of ownership and origin of capital are used for the analysis of such cases. By analyzing practical cases of usage, it can be concluded that the combination of various mechanics and types of gamification are implemented in Ukraine, where this marketing tool is in the initial stage of its development. Companies try to test different forms of implementation and rewards for the client to maximize efficiency and increase competitiveness in the medium- and long-term perspective. The tool is actively developing is already indispensable in the unique customer offer of companies of various scale.