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- Title
Gamification: Anwendungen für Kundschaft und Mitarbeitende der Baubranche.
- Authors
Kern, Manuel; Schmäh, Marco; Götz, Oliver; Petersen, Laura Alice; Bentz, Christian Alexander
- Abstract
The present study examines the use of gamification elements in B-to-B marketing and sales, particularly in the German construction industry. Gamification is defined as the use of game design and technology elements in non-game contexts. Companies can learn from these concepts and fully exploit their acquisition potential by engaging customers and employees in exciting experiences. The use of playful elements is becoming increasingly important in the B-to-B sector. This study examines the potential of gamification in the construction industry. Gamification can be used to attract customers and support the omni-channel strategy. Due to the generational change in craft businesses and the changing purchasing behavior of Generation Y, sales channels are shifting towards online marketplaces and webshops. Building suppliers face the challenge of developing an omni-channel sales concept and identifying customers early on. Gamification offers the opportunity to specifically address and support customers. The study examines known and future use cases of gamification, current usage in the construction industry, and future developments in this industry. The present study examines the application of gamification in the field of marketing and sales. Expert interviews were conducted with individuals who have sales experience and expertise in digital commerce or product management. The interviews were conducted using a guideline, and the participants represent the companies Hilti Deutschland AG, Adolf Würth GmbH & Co KG, and Bex Technologies GmbH. The results of the interviews were summarized into three categories: current application areas, lead generation, and implications for B-to-B companies. The experts believe that gamification is still not widely used in the B-to-B sector, but it offers potential for lead generation and customer retention. It is recommended to use gamification specifically for lead generation and to support the omni-channel strategy, and to incorporate the collected customer data into customer care. Gamification can be used in sales as a tool to strengthen the pull approach. In the course of digitization, gamification plays an important role in B2B sales and its processes. The use of gamification as a customer retention tool can have positive effects on the customer relationship, especially through digital gamification elements in social media and other digital touchpoints. In the building supplier industry, digital gamification elements can be used to retain small customers. Gamification can also be used in the B2C sector to encourage customers to make a purchase. A concrete use case is the "Hilti Challenge," in which skilled craftsmen compete against the Hilti combination hammer and receive the device as a gift if successful. In summary, the study shows that gamification has potential in the B2B sector and can be used for customer retention. The present bibliography contains a variety of sources on the topic of gamification in marketing and sales. The mentioned articles and books cover various aspects of gamification, such as increasing customer experience, improving customer engagement, and the impact on sales success. They also consider various industries, such as construction, and different types of companies, such as B2B and retail companies. The sources provide a comprehensive overview of the current state of research and offer insights into the application of gamification in various contexts.
- Subjects
CONSUMER behavior; ELECTRONIC commerce; BUSINESS-to-business transactions; ONLINE marketplaces; CUSTOMER retention; CUSTOMER relations
- Publication
Marketing Review St. Gallen, 2023, Issue 6, p50
- ISSN
1865-6544
- Publication type
Article