Gamification and Other Strategies for Merchants to Enhance Customer Loyalty


What works and what doesn’t work in merchants’ customer loyalty programs

A new research report from Mercator Advisory Group identifies success factors that increase customer engagement for merchants.

Author: Raymond Pucci
Published on: May 23, 2019

Most studies find that merchants spend at least five times more to gain a new customer than to keep an existing one. Further, higher customer retention typically leads to greater business profits. A new research report from Mercator Advisory Group, Gamification and Other Strategies for Merchants to Enhance Customer Loyalty, assesses different types of customer loyalty programs across various retail verticals and discusses key success factors for merchants to act upon.

“Getting shoppers to keep coming back is critical for both brick-and-mortar stores and e-commerce in the retail world. Consumers can choose among a variety of competing brands, and engaging loyalty programs are often a differentiating factor encouraging continued patronage,” commented Raymond Pucci, Director of Merchant Services at Mercator Advisory Group, author of this report.

This report is 19 pages long and has 6 exhibits.

Companies mentioned in this report: 7-Eleven, Alliance Data Systems,, AMC Theatres, American Airlines, Apple, Bahama Breeze, BJ’s Wholesale Club, Bloomingdale’s, JPMorgan Chase, Citgo, Citibank, Costco, Cumberland Farms, Darden, Delta Airlines, Discover, Domino’s Pizza, Dunkin’, Excentus, Exxon Mobil, Facebook, Fandango, FIS, GasBuddy, Google, Loblaw, LongHorn Steakhouse, Lowe’s, Lyft, Macy’s, Marriott, Mastercard, Nordstrom, McDonald’s, Olive Garden, Panera Bread, Punchh, Regal, Rite Aid, Sam’s Club, Samsung, Seasons 52, Shell, Shopify, Smile, Southwest Airlines, Stamp Me, Starbucks, Synchrony, Target, Twitter, Uber, United Airlines, Visa, Whole Foods, Yard House, ZipLine

Highlights of this research report include:

  • How loyalty program structure influences customer loyalty
  • Integrated features that increase loyalty programs’ success
  • Gamification methods that drive customer engagement
  • Vertical markets that have highest customer participation in loyalty programs
  • The role that mobile apps play in keeping consumers’ attention



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