Featured in Retail TouchPoint’s Report: Prime Day and Beyond

Resonate weighs in on how brands can leverage gamification in a Retail TouchPoints report on key lessons from this year’s Amazon Prime Day results.

At a fundamental level, Prime Day is driven by gamification principles. The sales event is only available to a select group of people (Prime members) and they only have two days to sift through Amazon’s extensive network of sellers and deep inventory assortment to find the best possible deals.

The core mechanics of the holiday activate all kinds of emotions — excitement, urgency, even anxiety — that rev up customers and inspire them to shop. This is a strategy that all brands, but especially Amazon sellers, can benefit from, according to Ericka McCoy, CMO at Resonate.

“The gamification of Prime Day is something that brands and retailers can replicate,” McCoy said in an interview with Retail TouchPoints. “We saw in our data that these are not low-cost shoppers versus, say, Walmart. However, they are trying to see if they are going to get a better price on the things they have been looking at — things that are likely already in their cart. Because when you look at the products in their carts, it’s things that are unique or innovative, even fun. This is telling me that this audience was a shopper that was playing along.”