The Business of Fashion

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How To Create Loyalty With Customers Through Gamification

Brands are revamping their loyalty programmes to reward shoppers for everything from reading marketing emails to making a TikTok clip. These casino-like tactics are having a big impact on sales. Exclusively for BoF Professional members, a host of experts discuss the emergence of ‘gamification’ as a new customer loyalty strategy.

BoF Team

17 September 2021

23rd September at 16:00 BST / 11:00 EDT

Featuring Ranu Coleman, chief marketing officer of Blush Mark, Taran Ghatrora, co-founder and CEO of Blume and Chavie Lieber, BoF correspondent, in conversation with senior editorial associate Alexandra Mondalek.

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In This Article

Topics

Retail

For Struggling Public Companies, Going Private Is No Panacea

Nordstrom, Tod’s and L’Occitane are all pushing for privatisation. Ultimately, their fate will not be determined by whether they are under the scrutiny of public investors.

Why Esprit’s Ambitious Rebrand Fell Short

The company is in talks with potential investors after filing for insolvency in Europe and closing its US stores. Insiders say efforts to restore the brand to its 1980s heyday clashed with its owners’ desire to quickly juice sales in order to attract a buyer.

How Adidas Sambas Took Over the World

The humble trainer, once the reserve of football fans, Britpop kids and the odd skateboarder, has become as ubiquitous as battered Converse All Stars in the 00s indie sleaze years.

How Hudson Yards Defied Its Haters and Became New York’s Top Mall

Manhattanites had little love for the $25 billion megaproject when it opened five years ago (the pandemic lockdowns didn't help, either). But a constantly shifting mix of stores, restaurants and experiences is now drawing large numbers of both locals and tourists.