Workshop B

Call of Duty Free: gamifying travel retail

Monday 7 May
14:30 - 16:00
Breakrout Room 1, Marina Bay Sands Expo & Convention Centre, Level 5

The “gamification” of customer-facing industries – whereby elements of video game design are used to enhance user engagement – has potentially important implications for all retail businesses. Virtual and augmented reality are increasingly being put to a number of different uses, notably in travel and tourism. How can these technologies help retailers and brands encourage travellers to answer the Call of Duty Free?

This workshop analysed the implications of gamification for our industry, looking in particular at customer communication, marketing and brand engagement. It explored how existing and future technologies can offer a memorable experience for customers, enhancing travel retail’s “wow” factor and making travel shopping more fun. Among speakers at the session were Lewis Allen, Director of Environments at Portland Design; Paul Bulencea, co-author of Gamification in Tourism; and Jessica Lau, Travel Retail Area Manager China and Taiwan at Guerlain.

The session was moderated by Michele Miranda, Conference Manager, TFWA.