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Tailored employer branding

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According to Mintel, Canadian Tire, an automotive parts and accessories stores company announced the launch of mPay & Play, its new mobile app. The app is the first to combine the benefits of secure mobile payments with special offers and rewards and a unique, interactive, gaming experience.

The interactive gamification experience comes through the collecting of badges which are awarded for certain activities such as making an online purchase. Once customers collect 10 badges they can earn 10x the amount of Canadian Tire Money when they make their next purchase at Canadian Tire. The app also includes a hockey game which is currently “just for fun”. More sports games are in the works and in the future they could incorporate the badging experience that is currently built into the loyalty program

Card marketers in the US and Canada have entered a new era as the battle to be the “default card” in the digital wallet intensifies. In Canada the two most important considerations to have a credit card is not having an annual fee and the ease of earning and redeeming rewards, according to Mintel’s Credit Cards Canada 2015 report.

How would you comment this news from gamification point of view?

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