Gamification boosts loyalty in South African fashion retail
South Africa’s fashion retail industry is witnessing a shift as gamification emerges as a potent tool for improving customer loyalty, retention and brand recall.
In an increasingly competitive digital environment, retailers are turning to gamified experiences to engage customers. A recent study led by Prof Roland Goldberg from the Faculty of Economic and Management Sciences at the North-West University (NWU), published in the Malaysian E-Commerce Journal, explored the potential of gamification to transform consumer behaviour within the South African market.