‘Consumers are time poor but still want a great service’: Industry expert offers gaming marketing tips
As Australian businesses grapple with the ongoing cost of living crisis, standing out has never been more critical for attracting customers.
With retail spending in decline, more companies are turning to video game technology as an innovative marketing tool, leveraging its engaging and interactive elements to capture customer attention and boost sales.
Pratik Doshi, founder and CEO of Convincely, a tech industry disruptor that utilises captivating gaming techniques to enhance the online experience, believes that with fewer customers in the market, businesses need to work harder to engage them.
“Consumers are time-poor but still want a great service. In this climate, it’s all about connecting people with the right products faster than ever before,” he said.
Retail sales expanded 0.5% in month-on-month seasonally adjusted terms in June, a deterioration from May’s 0.6% increase. However, since the start of the year, retail turnover has been flat as cautious consumers reduce their discretionary spending.
To help businesses navigate this challenging environment, Doshi shares several strategies for effectively engaging customers.
He suggests companies should focus on removing choice paralysis by emphasising their product’s unique selling points and key benefits.
“This removes hurdles that are in the way of someone going ahead with the purchase,” he said.
Doshi also warns against discounting products to increase profits. While many retailers believe that offering sales or reductions will drive growth, he said this can devalue goods over time.
Another critical area is managing advertisement spend wisely, especially with costs per click on platforms like Meta and Google rising by about 20% each year.
“You need to find a way to play in that environment and set your business apart.”
Pratik Doshi
Hyper-personalisation is another important factor, he stresses.
“Businesses need to provide more than great technology behind the scenes, it’s also about delivering time-poor customers an engaging experience online – one that stands out from other brands.”
Finally, Doshi advises against a hard-sell approach. Customers are more likely to engage with a brand when they feel they are on a journey of discovery rather than being pressured into a sale.
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