Retail and Gamification for a New Customer Experience in Omnichannel Environment


  • Mario Risso Niccolò Cusano University, Italy
  • Andrea Paesano Niccolò Cusano University, Italy



Retail, Gamification, Promotion, Customer Experience, Omnichannel


The purpose of gamification is to foster the interest of the players/users and increase their involvement or direct certain behaviors. Specifically, it is a set of activities and processes to solve problems using or applying elements related to the game. This paper aims to explore the use of gamification to improve the customer experience in the retail field. This study is based on a qualitative approach with a literature review of the highly-influential articles on Web of Science and Scopus in Business and Management areas, referencing marketing experts. It also contains a case study on gamification. In Italy and in the Republic of San Marino, the company UCI Cinemas has implemented a promotional strategy for the sale of tickets for the film Fantastic Beats: The Crimes of Grindelwald. This promotional strategy is based on the combination of omnichannel retail and gamification.