CHAPTER 7Valuing Participation
THE VALUE OF SHOPPER PARTICIPATION
Let’s get back to shopper currency. Again, these behaviors are advocacy, loyalty, attention, and participation. Participation covers a lot of ground. Shoppers can participate by playing a game, scanning a code, checking into a location, scratching off a number, giving feedback, collecting things, or earning various “badges,” among other activities.
Participation programs that reward behaviors have been around for quite a while. Mostly these have taken the form of promotions, contests, sweepstakes, and games. Today these programs can be much more sophisticated than in the past, because they can combine social media, virtual currency, and mobile technology, including handheld scanners ...
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