The Buying Game; Fashion Retailers and Social Media  

Oleh:

[s.n]

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Economist (http://search.proquest.com/) vol. 402 no. 8774 (Mar. 2012), page 65.
Topik: Retail Stores; Social Networks; Computer & Video Games; Marketing; Shopping

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Perpustakaan Pusat (Semanggi) Nomor Panggil: EE29.70 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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A luxury handbag by Stella McCartney worth Pounds 600 ($960) is the prize in an online game to design the best virtual outfit featuring the accessory, using real items on sale in Matches, a real store. Players of a game created by Fantasy Shopper will pick the winner. The firm is a pioneer of "relevant social gaming". This combines features of online games such as FarmVille and World of Warcraft with data and deeds from the real world. "Gamification" is an ugly word, but it sounds like money to some. Online games are fun. Why not borrow some of that fun and apply it to real life? This can be hard. Plenty of firms have flopped by trying to bolt a gaming element unconvincingly onto a boring pre-existing website. Fantasy Shopper was designed from the start as a hybrid between game and real-world activity says its founder, Chris Prescott.The main appeal of Fantasy Shopper and similar "social shopping" firms is their potential to transform fashion retailing by generating vast amounts of data on shoppers' tastes.

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