Gamification x Luxury Retail

As part of the Researching Consumer Behaviour module, I was asked to explore one of three key industry challenges and I chose to examine how digital experiences can enhance the physical retail environment. Having followed how brands like Gucci, Burberry, and Louis Vuitton were experimenting with NFTs, AI integration, and hybrid experiences, I wanted to understand how gamification could fit into the world of luxury retail.

I developed an AR-based scavenger hunt concept for a luxury fashion store, where customers could uncover hidden clues and know more about the brand’s craftsmanship, sustainability actions, or brand history in general. The aim was to see whether such experiences could boost engagement, satisfaction, and advocacy among Gen Z consumers, without compromising exclusivity or authenticity that stand at the core of luxury brands.

What went into it:

• After conducting an in-depth literature review, I came up with a conceptual model, which I tested in this study using a mixed-methods approach.

• To test the hypotheses I prepared a survey questionnaire on Qualtrics and collected data from 33 UAL students between 18-25 years.

• To go deeper I conducted 3 semi-structured interviews to understand the perceptions of the scavenger hunt concept and what “meaningful engagement” really looks like to them.

• I triangulated all my findings combining quantitative and qualitative insights to present strategic recommendations for how brands could use gamification as a tool to drive connection, curiosity, and long-term loyalty.

What I found:

When I first set out, I expected ease of use and usefulness of the scavenger hunt concept would drive engagement. But results told a different story.

What mattered most wasn’t ease of use - it was meaning.

Participants connected with the concept when it felt purposeful and every clue introduced them to a part of the brand’s story.

• Usefulness and satisfaction were the strongest predictors of engagement and advocacy.

• People described the experience as immersive, educational, and meaningful.

• Visual and tonal consistency mattered - if it didn’t “feel luxury,” it will lose its plot.

• They didn’t want more rewards but wanted more story.

What does it mean for brands?

My recommendations focused on how brands can make digital experiences both meaningful and sustainable over time.

• Evolve, don’t just launch: Gamified experiences create a spark and instant engagement, but those fade fast. Seasonal updates, rotating themes and refreshed narratives will keep the curiosity alive.

• Simplicity is key: Luxury customers prefer subtlety over noise. The interface should complement the store environment and not compete against it.

• As an extension of storytelling: Gamification can be a great tool to showcase craftsmanship, heritage and provenance through a new medium for creative expression. The right storytelling drives emotional engagement.

• Integrate traceability: Linking traceability features like Digital Product Passports in AR storytelling ensures transparency and strengthens trust.

• Balance generations: While Gen Zs are the future consumers, it is pertinent to balance innovation with authenticity and ensure not to drive the current consumers away.

Ultimately, gamification works best when it doesn’t try to replace the luxury experience, but deepen it.