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Adding Game Mechanics and Location To Loyalty Cards

Following on from my last blog Adding Location to Loyalty Cards, an area that I feel is really important is game mechanics. One of the problems with loyalty cards is that they are inherently boring and there are lots of them. We live in a world of constant distraction and we want instant gratification. However that gratification doesn’t have to be a free air ticket or turbo food processor with Ginzu knives. It can be as simple as points or recognition and applications today need to evolve as the public become more tech savvy on their mobiles.

What is game mechanics and how is it relevant? Playing games is part of who we human animals are. Games are a natural part of entertainment and education, whether it is a child doing its first jigsaw puzzle, or the All Blacks heading into a rugby match at that international world competition for a cup. Yes, ultimately no matter how passionate we are about success, Graham Henry and the NZRFU themselves said “It’s just a game.”

Games are immensely popular and computer and mobile  offers massive revenue potential. Gartner predicts that the global video game industry on its own will generate revenues of over US$112 billion by 2015. That doesn’t even take into consideration mobile. Application developers have been all over Facebook, now on Google+ and on devices such as iPhone, iPad and Android and now developers of smart location based games and marketing applications are heading the same way.

Developers are looking to use our interest and passion for playing games to influence the behaviour of consumers and it is working. One obvious area is in the retail, travel, tourism, attraction, hospitality and entertainment industries. Of course as I have outlined in many recent blogs, loyalty is a key aspect that all of these industries are looking for, or in other words, profitable repeat business.

So what aspects should a loyalty application include. A major one is achievements. I’ve talked about reward and that rewards don’t have to be tangible items. A reward can be points such as the points used by Foursquare when you check into a location. They also have badges and mayorships which are either the reward itself or their may be special deals or offers made to those people who come in regularly. The new Tap City game allows you to earn virtual dollars for checking in. One of the great things about group loyalty operations is the ability to cross market, for example using a passport concept where the more locations you check in to, the more rewards you get.

The appointment dynamic is extremely powerful. This is where you want people to do something at either a predetermined time or an ad hoc time. For example a restaurant that is always quiet between 3PM and 5PM on a particular day of the week might offer incentives within the application to get more business at that time of day. The concept I like the most, is pushing deals when you have inventory you want to use in a hurry. An example might be the special of the day in a restaurant where you haven’t sold as much as you catered for. The classic story I often use of a jet boat that is going out in 20 minutes with 5 empty seats. This is a perfect opportunity to push a deal to people who are close by and have opted in to be offered deals. The cost differential between having 4 or 9 passengers is negligible but the fun and entertainment factor of 9 people screaming as the boat does a 360 degree spin is significantly greater for all, including the 4 who paid full price. There is also a potential dynamic of more people seeing them having fun and therefore wanting to have a go themselves. The same could apply to any attraction, like the luges in Auckland and Queenstown.

Queenstown Luge

I can come up with a hundred concepts for different types of locations for cafe’s, restaurants, attractions, theatres, travel, accommodation, entertainment, retail, sport, tourism and so can you.

I will continue this blog next week with more thoughts on game mechanics or gamification that you might like to consider in your location based application. Remember, GeoSmart has all the data and tools you ned to make these ideas possible and whilst we don’t develop these sorts of applications ourselves, we have many partners who are keen to assist you if you want to take advantage of the opportunities now possible because of the large number of people using location aware mobiles. The question is how much extra business would you like?

Maybe you would like to join the discussion and leave a comment of your own to add to the mix?

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September 23, 2011 Posted by | Check Ins, foursquare, geosmart, iphone, lbs games, location based services, Mapping Applications, Mobile maps, new zealand, proximity based marketing, Retail, Retail Profit, Rugby, Rugby World Cup, Sales, Uncategorized | , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

GeoSmart adds new features to AA Maps

Are you deciding where to go on your summer holiday around New Zealand, or perhaps looking for a weekend adventure? Before you head out on your Kiwi Road Trip, have a look at what GeoSmart has added to the AA Maps web site.

There are many new and improved features. You can now create your complete itinerary and then change the order of the stops and even check the real time traffic conditions before you leave!

Let’s say you were going to take the kids to Rotorua. You had decided on the Luge, the Agrodome for a ride in the Zoorb, a jetboat ride and the other cool activities they have there, and Rainbow Springs to feed the trout. You set your itinerary on AA Maps and then decided to change the order so that you could finish the day with a meal at the top of the gondola ride and enjoy the views with a nice sunset. Now you can drag and drop the destinations, automatically generating new driving directions from A to B to C to take with you in the car, even showing the travel distance and driving time from one to the next.

You can find your accomodation from AA Maps and when you select it you can look for other amenities such as restaurants within 5km of the property. In this instance my search found 10 within 400 metres of the Millenium Hotel.

You can now set up a free account on the page and store your ‘Favourites’ so that you can find them again later and you can even leave a ‘rating’ once you have been there so that other people can appreciate the great experiences you enjoyed.

Many Kiwi’s feel they know their way around New Zealand and don’t need mapping websites. All good and well, but they don’t know there was a major accident which has blocked the Auckland Harbour Bridge or a slip which has closed the Milford Sound Rd. Now we have included AA Real Time Traffic as well as Traffic Web Cams. There are certain holiday spots that often have traffic jams at peak times such as Long Weekends or the start and end of major holiday periods. In winter there may be ice and snow, or slips that can close lanes or sometimes entire roads. Yu will be able to find this information on the AA Maps web site, where you can select from Minor Accidents, Major Accidents and Traffic Webcams where you can see the traffic flows, refreshed every minute.

If you live and drive in New Zealand, you are probably a member of the NZAA which has many great services to offer you. As a member, these are your services and another important feature is the Feedback button which allows you to tell us whatever you want to, whether it is suggestions for new features, a Point of Interest we didn’t know about, perhaps a restaurant that has changed ownership and has a new name. This is a never ending project as new technology continues to allow us to add new services and features.

If you would like a map on your own website, AA Maps will give you an idea of some of the features GeoSmart can offer you, but wait, there’s more. Many of the services we offer are not relevant to the AA Maps website. Of course there is also the AA Maps Bizlocator, which not only gives you a free map and directions from your company web page, but also lists it with car navigation brands so people in their cars can find their way to you. . We have lots of other services, so if it’s to do with location and you have a need, please feel free to ask us any time.

For more information about GeoSmart, please go to our Home Page. For AA Maps, click here.

This blog is offered as an interactive comunication, so please feel free to comment or make suggestions here as well. We welcome your feedback.

December 1, 2008 Posted by | AA Maps, car navigation, driving, driving directions, gps, maps, navman, new zealand, optmisation, real time traffic, route optimisation, satnav, tomtom, Traffic, Uncategorized, web maps | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment