The Gamification of Shopping

For merchants, this all feels more like a game because the creative use of big data for marketing leads to more "hits." From a user experience perspective, the shopper now has better tools and information. Meanwhile, the best retailers are constantly improving website design, making the shopper more educated and informed. Given that shoppers will go from store to store to get the best deals on a basket of items — that's their game — the retailer's next level then becomes how to get the shopper to buy the whole basket of goods from its site. Therefore, it doesn't really stop at the app; retailers have to go all the way back to how smartly data is used to advance from one level of the game to the next.