eBay reminds us that status counts
In the ever involving world of marketing, gamification has come to be regarded as one of the most effective and profitable methods in use today. Granting brands the ability to have a greater influence on consumer behavior, it is an effective strategy for garnering long term consumer interest. In recent years the trend towards employing gamification has been on the increase. While more and more companies are utilizing this relatively new method of engaging its customers, many have already implemented it into their marketing strategy and seen tremendous benefits.
One such company that has been successfully using gamification for years is eBay, the internet’s number one auction site. With its highly effective bidding method, it has made a game of buying and selling. Competition is the key in eBay’s world as bidders are challenged to be the “best” player by eventually outbidding their opponent (other bidders). The competitive rush that bidders seem to get from continuously betting higher amounts of money on a desired item has proven to be extremely profitable for eBay.
While it is possible for consumers to make similar purchases using more traditional style classified ads, perhaps finding even better deals, eBay’s auction style platform has proven to be more convenient, efficient and entertaining for a majority of people. When it is all said and done, the best player is determined by placing the highest bid.
eBay’s gamification strategy also rewards its sellers. Those who choose to sell items on eBay are reward via feedback. A colored star rating system, based on positive feedback, motivates sellers to provide quality products and customer service to their customers in an effort to achieve certain levels. As sellers receive more and more positive feedback they progress through eBay’s ranking system. The higher the ranking the more trustworthy and reliable the seller is thought to be.
eBay’s utilization of gamification is one of the earliest examples of this marketing method as a means of doing business. Not only are consumers able to purchase the item they want but they get to “win” while doing so. eBay’s approach to eCommerce has revolutionized the online shopping experience just like gamification is beginning to bring about reformation in business, education and a variety of other fields.
