Norbit gamifies the consumer experience

September 26, 2017 | Gerry Mezzina

Norbit gamifies the consumer experience

Shopping centres are like an entrapping maze, carefully designed to bombard wayward travellers with ‘hip’ music and flashy sale posters to keep consumers inside.

However, even if you wanted to, few shoppers have the time or patience to check and compare every deal available, which is one of the many reasons certain target audiences, particularly millennials, prefer online shopping to traditional bricks and mortar.

Seeing the increased competition traditional retailers were facing against the growth of ecommerce was Gerry Mezzina, who had worked with a diverse range of shopping centres and bricks-and-mortar retailers over the past years.

Looking to assist retailers “combat” the competition using an understanding of the customer experience in shopping, Mezzina launched Norbit, a startup which creates branded loyalty apps for shopping centres.

Less Eddie Murphy and more like an interactive game, the platform allows shoppers to earn points for their shopping, which can be cashed out for prizes. Shoppers can view the various deals from retailers in the centre and enter competitions for the chance to win additional prizes.

According to Mezzina, the model holds substantial benefits for not only customers, but the shopping centre and retailers within it.

“Centres reward customers with member-only offers, experiences and competitions. Retailers can better target their marketing using proximity and segmentation, so users get information that matters to them at a time that makes sense, and are rewarded for their loyalty,” he said.

“Each app is designed for individual centres, so customers associate their rewards to the centre, and not to Norbit; customers never know we exist… The program rewards and reinforces behaviour at all points, from deciding where to go, then deciding what to buy, staying in store longer, and providing feedback about the experience. The data captured allows customers to receive information relevant to their individual behaviour”.

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