Gamification and the online retail experience

Victoria Insley, Daniel Nunan

Research output: Contribution to journalArticlepeer-review

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Purpose: As online retailing grows in importance there is increasing interest in the online customer experience. The purpose of this paper is to explore the role of gamification, the use of game mechanics, in enabling consumer engagement with online retailers.

Design/Methodology/Approach: The research adopts a qualitative methodology carrying out 16 in-depth interviews with individuals who are frequent online shoppers.

Findings: Findings support the importance of including game elements to enhance the retail experience. However, data also suggests that without appropriate management customers can subvert gamification strategies to create their own 'games', increasing competitive pressure between retailers.

Practical Implications: The paper suggests ways in which retailers might successfully 'gamify' their online retail stores and reduce incidences of undesirable customer behaviour.

Originality/value: This paper provides empirical support to the current paucity of research into the role of gamification in the context of the online retail experience
Original languageEnglish
Pages (from-to)340-351
Number of pages12
JournalInternational Journal of Retail and Distribution Management
Issue number5
Publication statusPublished - 31 May 2014


  • Online shopping, Gamification, Online retail experience


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