In March, Domino’s Pizza joined the growing list of brands using price gamification tactics in order to drive consumer interest - holding what it called a “Tweet Treat” initiative at its Lincoln branch which saw the price of its pepperoni pizza falling as more and more people “Tweeted” about it on social networks.
Running between 9am and 11am on March 5th, the offer was, so the brand said, an attempt to reward customers and increase lunchtime orders - with Twitter and Facebook members being invited to use a “#LetsDoLunch” hashtag in order to influence the final price. Those who chose to participate were then able to purchase the pizza through the Domino’s website once the "reverse auction" had closed.
At the start of April, Domino's ran a similar initiative at its Milton Keynes branch, with prices for five large pizzas falling by at least a penny each time a relevant hashtag was posted (to a minimum of £6.50 per pizza - with the final price in this instance being £6.98). And it says it has plans take the Tweet Treat proposition to other outlets across the country in the coming weeks.
From Uniqlo to Innocent, Gap to Swedish supermarket ICA Vanadis, examples of retailers adopting a more playful approach to RRP are very quickly multiplying in number. Can we thus imagine a not-too-distant future where real-time sales monitoring and continuously adjusted price display support increasingly personalised deals? Will playful and game-like interactions be used more frequently to engage, entertain and create closer bonds with consumers in conventional retail spaces as well as online and on mobile platforms? We'd love to hear your thoughts.