ION Orchard dives into gamification amidst experiential retail demand

The mall's in-app augmented reality game offers more than 30 rewards.

With consumers increasingly seeking experiential retail, ION Orchard has expanded its customer loyalty strategy to include gamification.

The luxury shopping mall recently introduced its in-app augmented reality game World of Rewards alongside its renewed mobile app, where customers have the chance to win over 30 rewards whilst roaming the mall and stopping by participating retailers, including Marimekko Cafe, Nespresso, Jo Malone London, and TWG Tea.

“The gameplay experience was designed to be simple and easy for shoppers to earn rewards, which encourages recurring behaviour and long-term engagement,” Orchard Turn Developments Chief Executive Officer Yeo Mui Hong told Singapore Business Review.

Yeo noted that the game gives customers more avenues to get rewards apart from just shopping.

Gamification strategies

In addition to World of Rewards, ION Orchard has introduced in-app game boards, allowing shoppers to earn rewards by completing actions and missions within the ION Orchard mobile app.