Supercharge your retail experienceAchieving positive behavior change through play

Achieve 10% revenue growthBetter cross-team collaborationIncreased employee and customer satisfaction

Trends in the retail space

Socialshoppingtogrowthebasketsize

Artificialintelligencetosupporttheconversation

MergetheofflineandonlineexperiencewithVR&AR

Investinginorganisation andemployees

Aneedforenhancedpersonalisation

Uniquein-storeexperienceswillthrive

Gamification basics

Building blocks for successful gamificationUnderstand the core

motivators for behavioral change

Understand cultural diversity and know how to apply this in

game design

Understand how continuous

engagement can be designed to turn

actions into habits

Understand how behavior change is

activated

Required phases to enhance behavioral change

Gamificationatit’scoreisaboutdrivingbehaviorchangeandcreatingnewhabits.Ourbehavioralchangemodelconsistsof2distinctphases:anintentionalandactionphase.Theintentionalphaseestablishesunderstandingandapositiveintentionfornewbehaviors.Theactionphasefocussesonreinforcingdesiredbehaviorsandavoidingrelapses.Consistentlyexperiencingpositivefeedbackonnewbehaviorsbuildshabits

Core motivators for behavioral change

Autonomy

Competence Relatedness

Motivation

Ability Opportunity

Gamificationfocussesonestablishingintrinsicmotivationfordesiredbehaviors.Motivationisuniversalinallhumanbeings.Intrinsicmotivationconsistof3elements:1. Competence:anewskillorabilitythattiestosomeone’spersonalgoals2. Relatedness:findingpurposeinsomethingbiggerthanjustpersonalgoalsandhow

someoneisperceivedbyothers3. Autonomy:theneedforself-directionbyempoweringsomeonewithchoices

Cultural diversity drives player styles

ExternalInternal

CompetitorsExpressors

Collaborators Explorers

Organisations,departmentsandteamsshowculturaldiversityinexternalandinternalfocusversusadesireforcontrolandexploration.Understandingcurrentanddesiredculturaldiversityprovideinsightinthetransitioninpreferredengagement.Thishelpsidentifyamatchingpreferredanddesiredplayerstyle.Thisallowsforcreatinganexperiencethatontheonehandisfamiliarandontheotherhandchallengessomeonetodisplaynewbehaviors

Drive continuous engagement

3ChallengeWhatistherelevant

learnableandmeaningfulchallengefortheusers?

1BusinessobjectivesWhatbusinessobjectivesare

weaddressing? Whatbehaviorsaresupportingour

objectives?

2UsersWhoareyourplayers?Whataretheytryingtoachieveandwhatinfluencesthem?

5Triggers&rulesWhattriggersdoestheuserneedtostartandcontinueengagement?Whatrules

apply?

7Feedback&rewardWhatkindoffeedbackis

providedonuseractionsandprogressiontoovercomethe

challenge?

4Motivationswhataretheirdrives,

motivationsandpreferredinteraction?

Competence Relatedness

Autonomy

6 Actions&artefactsWhatchoicedoestheuserhaveinactions,artefactsorresourcestoovercomethe

challenge?

Our showcase

Gamification at Albert Heijn

Knowledge Knockout A touch of service AH Shares Game Star serviceGoal: increase knowledge level on strategic topics and stimulate knowledge sharing

Concept:• Multiplayer Quiz battle • Six topics/categories• Combination of speed and

correctness• Track individual & team

progress

Results: 29% increased knowledge level, bottom up knowledge sharing

Goal: Increase awareness and behavioral change amongst service in the store

Concept:• Client as mystery shopper• Gain a compliment card• Switch for a piece of the

team puzzle• First team to finish the

puzzle wins (team blue/orange)

Results: Increased customer service level experience, more feedback & interaction in the stores

Goal: Increase commercial awareness & ownership within stores

Concept:• Employees get dep. shares

(other departments can buy shares as well)

• 1 product is chosen to boost

• Sales are being tracked, employees can gain prizes

Results: Increased ownership & engagement (going beyond silos) and increased store revenue with 10%

Goal: Making servicing customers even more fun and stimulate learning culture

Concept:• Mystery missions for 4

selected employees• Other employees to

reveal the selected employees

• Gain points by delivering great service

Results: Higher employee engagement with employees more attentive & keen to learn from each other (NPS: 64)

Knowledge KnockoutAddress multiple player types Make use of key messages Bottom up knowledge sharing

Ourbehavioralchangemodelshowsthatawarenessisneededtotriggerbehaviorchange.Wesawthisneedatourclientwithahighlevelofunawarenessofstrategicinitiatives.ToovercomethisweusedourreadymadeproductKnowledgeKnockouttochallengeallemployeesontheirknowledgeoftheclient’sstrategicinitiatives.KnowledgeKnockoutturnsyourrelevantcontentintoamobileknowledgecompetitionwithhighlevelsofretention.Wesawa70%participationrateacrossthewholeorganisation and30%increaseinknowledgeretention.

A touch of serviceKeep it simple Adding game elements, one at a time Thought through scenarios

‘Atouchofservice’focussesonthecustomerserviceexperience.Serviceisakeystrategicimperativeforourclient.Thisgamestartedwithdiscussionsonwhatanexcellentserviceexperienceisallaboutandwhatthecustomerwillnotice.Employeesarechallengedtocreatemoreexcellentserviceexperienceswhilethestoremanagerinvited12unsuspectingcustomers,ourmysteryshoppers,dailytogiveacomplimentcardtoanemployeethatprovidedaexcellentserviceexperience.Thegameestablishedanincreaseincustomerfocusandaopenfeedbackculturetoimprovethecustomerexperience.Gamewillbeexpandedto10,000mysteryshoppersdaily

AH Shares GameStorytelling Monitor & track results

Ourclientwasseekingmoreentrepreneurialbehaviorfromallemployees.TheAHSharesgamefocusesonawarenessofcommercialtargetsandfindinginitiativestobemorecommerciallysuccessful.Inthegamedifferentdepartmentscancomeupweeklywithnewcommercialactivities.Therestoftheemployeescouldthenbuyvirtualsharesinthedifferentinitiatives.Theliftfactorofapplicableproductsalesdeterminedthesharevalue.Thegameresultedina10%increaseinoverallstoreperformance,increasedcreativethinkingandmoreinvolvementofallemployeesinthestore’scommercialsuccess.Thegameiscurrentlydeployedasadigitalmobileappforallemployees

Star serviceTrigger on intranet & social media Create a recognisable look & feel Ensure best practice sharing

TheStarServicegamefocusedjustas‘atouchofservice’onthecustomerserviceexperience.Thisgamefocusedoninternalawarenessofimprovementsinservicedelivery.Everyweekaspecificservicethemewasselectedandtranslatedinmysterymissionswith2distinctplayergroups:StarperformersandSpotters.StarperformersarechallengedtoshowdesiredservicesbehaviorsrelatedtothechosenthemewhileSpottersarechallengedtoidentifywhichcolleaguesweretheStarperformers.SpottersareawareoftheoverallthemehoweverunbeknownstofthespecificchosenbehaviorsandwhotheStarperformersare.Keyoutcomewasamoreopenculturewhereemployeessharefeedbackaboutserviceexperiences

Critical success factorsAnchoredtothebusinessstrategyIdentifykeybusinessobjectivestoreach toestablishsupportonalllevelsoftheorganisation

RootcauseanalysisDeep-diveintotherootcausesofcurrentbehaviorstofindtherelevanttriggersfornewbehaviors

ContinuousrelevantfeedbackReinforcementofdesiredbehaviorsisessentialkeepplayersengagedandcreatenewhabits

CreatingflowCreateajourneythatincreasinglyismorechallenging,buildsonpriorexperienceandisnevertooeasyortoohard

Company profile

About &ranj

OUR VISION AND STRATEGY&ranj wantstoachievepositivebehavioralchangethroughplay.Wearecontinuouslygrowing.Wemeantoreachandpositivelyimpact20MIOusersplayingourgamesby2020.

CORE VALUES AND QUALITIES&ranj isaplayful,intense,authenticgamescompany.Wespecializeingamethinking,scaling,behavioralchange,creativityandstate-of-the-arttechnology.

FACTS• Foundedin1999• 35+employees• OfficesinRotterdam,Hamburg,Kuala

Lumpur• Successfullydesigned&developedover

400games• Focusonrecruitmentandassessment,

(corporate)trainingandchangeandhealthcaregames

TOGETHER WE BUILD A BRIGHTER FUTURE. WE ACHIEVE POSITIVE BEHAVIORAL CHANGE THROUGH PLAY

COREBUSINESSInthepastyears&ranj gamesspecializedin:• Establishingbehavioralchangethrough

immersion,motivation,andengagement• Uncoveringbusinessneeds&newinsights,

translatingtheseintogameconceptswithimpact

• Measurable&sustainablevaluecreation

AWARDS&ACKNOWLEDGEMENTSWealwaystrytopushthelimitsthroughourdesignsandcontinuouslylookforinnovation,whichisnoticed.Wereceivednumerousawardsforourgames.Forusthisisarecognitionforourabilities.EspeciallytheinternationalprizesliketheJapanPrizeforeducationandtheEuropeanInnovativeGamesAwardmeanalottous.

In 2015 we joined forces with &samhoud. &samhoud is a global management consultant. Combined we focus on on media (AR/VR), hospitality, food and gamification.

&ranj ExpertiseRECRUITMENT&ASSESSMENT·CORPORATETRAINING&CHANGE·HEALTHCARE

CUSTOMPROJECTS• Highend,complexgames• Customized• Forthecorporate,educationand

healthcaremarket• Varietyofsubjects

&RANJPRODUCTS• White-labelproductcreatedby&ranj• Standardproductwithwideapplicability

acrossfirms• Designcaneasilybeadjustedtothe

client’svisualidentity

GAMIFICATIONCONSULTANCY• Adviseclientstoimprovetheirbusiness

processesbytakingagamedesigner’sperspective

• ‘Ifthiswereagame,howwouldwemakeitmoreengagingand/orefficient?

• Foremployeeandcustomerengagementandbehavioralchange

PRODUCTSANDSERVICES

Are you ready to supercharge your retail experience?