In response to the growing demand for experiential retail, ION Orchard has integrated gamification into its customer loyalty strategy. The prominent mall recently launched an augmented reality game, “World of Rewards,” within its updated mobile app. This innovative feature offers shoppers the opportunity to win over 30 rewards by engaging with various participating retailers, such as Marimekko Cafe, Nespresso, Jo Malone London, and TWG Tea, as they explore the mall. “Gamification increases the enjoyment of shopping due to the entertainment that it provides, all from the convenience of one’s fingertips. The future of retail is consistently being redefined and we are seeing more brands move
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