WHAT'S THE STORY
T h e N e w G a m e
THE PRINCIPLE OF PLAY, FUN, AND EXCITEMENT As early as 1974, Michele Ferrero’s world-famous Kinder Surprise egg demonstrated what is currently establishing itself as a gigantic market trend: gamification as a consumption accelerator at the point of sale. Sophisticated technologies and AI-controlled systems are used to channel the natural play instinct of customers to where it makes the most sense: the immediate environment of the product and brand. Initial beacon projects in the retail sector suggest that there are practically no limits to the creative playground in terms of combining digital and physical worlds. The point of sale evolves into the point of emotion. Text: Isabel Faiss. Photos: Stores 150
style in progress