How to Leverage Gamification to Crush Your #ShopLocal Goals This Small Business Saturday
Small Business Saturday offers a fantastic opportunity for communities to rally around local businesses and boost the local economy. With a growing enthusiasm for supporting small enterprises, leveraging gamification can enhance engagement and encourage shoppers to explore their favorite local shops. Implementing a gamified passport program not only incentivizes customers to check in at participating businesses but also creates a fun and interactive experience. According to a survey by American Express, 70% of consumers are eager to support small businesses during the holiday season. Furthermore, research from the American Independent Business Alliance shows that for every $100 spent at a local business, about $68 stays within the community, compared to just $43 for chain retailers. By utilizing gamification, you can maximize this potential and crush your #ShopLocal goals this Small Business Saturday.
Explore’s digital passport technology elevates traditional paper passports and old-school check-in apps by incorporating gamification elements like leaderboards, profiles, activity feeds and photo check-ins. Here, we’ll discuss how to create a Small Business Saturday Passport Program using Explore to attract shoppers, support local businesses, and supercharge your #ShopLocal campaign.
What is Small Business Saturday?
Small Business Saturday is an annual event that takes place on the Saturday after Thanksgiving in the United States. In 2024, it will be celebrated on November 30. Launched in 2010 by American Express, the day was created to encourage consumers to shop at local, small businesses during the busy holiday shopping season. It has since evolved into a nationwide movement, where communities rally to support their favorite local stores, boutiques, and restaurants.
Small Business Saturday offers a unique opportunity for small business owners, destination marketing organizations, chambers of commerce and consumer brands to attract foot traffic, boost sales, and strengthen relationships with local shoppers. This day allows businesses to showcase their unique offerings, build community connections, and stand out from larger retailers. As a vital part of the holiday shopping calendar, Small Business Saturday not only boosts local economies but also fosters lasting bonds between businesses and consumers.
What is a Gamification and Digital Passport Technology?
A digital passport leverages gamification to engage consumers and incentivize them to explore points of interest. For Small Business Saturday, a passport program can encourage shoppers to check in at participating stores through using digital passport technology, like Explore, unlocking badges and exclusive discounts. As they navigate their communities, shoppers can climb leaderboards, earn rewards and discounts, and receive entries into prize drawings, creating an interactive and rewarding shopping experience. Rather than shopping, participants are “playing.” This innovative approach enhances consumer engagement while effectively tracking participation, collecting consumer data and promoting local businesses.
Benefits of a Passport Program for Small Business Saturday
Increased Foot Traffic
A digital passport program can significantly boost foot traffic to local businesses. By incentivizing shoppers to visit multiple stores to unlock badges and offers, you create buzz on Small Business Saturday. This not only benefits individual businesses but also contributes to a lively community vibe, attracting more shoppers who may not have otherwise participated in the event.
Enhanced Customer Engagement
Offering rewards and exclusive discounts through a digital passport fosters deeper connections with customers. The gamified experience encourages shoppers to interact with merchants in a fun and meaningful way. As customers participate in challenges, they become more invested in the experience, increasing the likelihood of repeat visits and long-term loyalty.
Data Collection and Insights
Digital passports allow businesses to gather valuable data on consumer behavior, preferences, and shopping patterns. By tracking which stores are most visited and what rewards are most appealing, businesses can make informed decisions about future promotions and inventory. This data can also help identify trends within the community, allowing businesses to tailor their offerings to meet customer demands.
Cross-Promotion Opportunities
Participating businesses can collaborate on marketing efforts, promoting each other through the passport program. This cross-promotion can attract new customers and create a sense of community among local businesses. For example, businesses can host joint events, offer bundled discounts, or create collaborative marketing materials that highlight the benefits of shopping local.
Strengthened Community Ties
A digital passport program fosters community spirit by encouraging residents to explore and support their local shops. This connection enhances the overall shopping experience, making consumers feel more invested in their community. As shoppers discover new stores and services, they develop a sense of pride in their local economy, which can lead to increased advocacy for local businesses long after Small Business Saturday has passed.
Flexibility and Accessibility
A digital passport is easy to update and modify, allowing businesses to adapt the program based on real-time feedback and participation rates. Shoppers can access their passports from their smartphones, making participation convenient and accessible. This flexibility also enables businesses to run similar programs throughout the year, keeping the momentum of community support going beyond the holiday season.
Partnering with Local Businesses to Promote Small Business Saturday
Partnering with local businesses is key to a successful passport program as your merchants are the heart and soul of the program. Begin by reaching out to local retailers, restaurants, and service providers to invite them to participate in your digital passport program. Emphasize the benefits of collaboration, such as increased visibility and foot traffic. Hosting informational meetings can help explain the program’s objectives, logistics, and how each business can contribute. Provide ideas for offers and rewards they can provide and templates for how they can best contribute. Aim for a diverse mix of businesses to provide shoppers with various options and experiences.
Creating a Digital Passport Program With Explore for Small Business Saturday
Explore empowers you to create and customize a digital passport that aligns with your community’s goals. A passport can be created in less than an hour. Here’s how to get started:
1. Add Your Custom Branding
Customize your digital passport with the colors and brand assets for your program to provide a seamless and appealing design that not only enhances the shopping experience but also fosters a sense of community pride and connection.
2. Add Participating Merchants and Points of Interest
When setting up your digital passport program, it’s essential to include a diverse range of participating merchants and points of interest. With Explore’s automation features, points of interest can be added quickly with a simple search. Business listings are created automatically, ensuring that each merchant’s information is comprehensive and up-to-date. This includes essential details such as the business website, address, hours of operation, and even photos, making it easy for participants to find and learn about each participating business.
Additionally, Explore automatically maps the locations of these businesses, providing shoppers with a convenient and interactive way to navigate their community. This mapping feature enhances the user experience, allowing participants to easily plan their shopping routes and discover new places along the way.
To make your passport program even more engaging, don’t limit your map to participating merchants. Consider adding other points of interest, such as holiday light displays, pop-up markets, or community events. Custom places can easily be added within a few clicks. By including these holiday attractions, you can enhance the “fun factor” of the passport, transforming it into a seasonal experience that goes beyond just shopping. Participants will appreciate the opportunity to enjoy festive activities and explore their community, creating memorable moments and fostering a deeper connection to local businesses. This comprehensive approach ensures that your digital passport program is not only a tool for shopping but also a celebration of the holiday spirit within your community.
2. Determine the Check-in Methods
Explore empowers you to integrate multiple check-in methods and interactive features within the passport, maximizing engagement and convenience:
QR Codes: These user-friendly codes enable shoppers to quickly check in at participating locations, providing instant access to rewards and information about the business. With Explore’s intuitive platform, you can easily generate and customize QR codes for each participating business, ensuring a seamless experience for shoppers.
Geo-Location: Implement geo-location features that ensures users are at a participating store when they check-in. This provides more accurate tracking of participation and helps prevent fraudulent check-ins, ensuring that the rewards system remains fair and trustworthy.
Photo Check-Ins: Encourage shoppers to capture moments at participating locations and post their photos as part of their check-in. This fun element not only enhances the experience but also generates user-generated content that businesses can share on social media. Explore enables businesses to showcase these photos, further promoting their brand and encouraging community engagement.
3. Select Your Social Features
Next, choose features based on how social and interactive you want the experience be.
Leaderboards: Foster friendly competition among participants by incorporating leaderboards that display top participants based on check-ins, milestones achieved, or points earned. This motivates shoppers to engage more actively with the passport program and visit multiple businesses to climb the ranks.
Activity Feed: Keep participants engaged with a real-time activity feed that highlights recent check-ins. This dynamic feature encourages participants to stay connected with the program and provides a layer of social proof.
4. Set Milestones
Establish clear milestones for shoppers to achieve within the digital passport program. For example, shoppers could earn a badge after checking in at three businesses, unlocking special rewards or discounts after completing certain goals. Milestones create motivation and excitement, encouraging participants to explore more local shops and fostering a sense of accomplishment.
Example Milestones for Small Business Saturday
Post photos at 3 light displays and receive the Holiday Lights Seeker badge
Check-in at 5 restaurants and receive a discount at the local Christmas Tree lot
Check-in at any 10 places and receive a seasonal swag item redeemable at the Visitors Center and entry into a grand prize drawing.
5. Incorporate Offers and Rewards
Collaborate with participating businesses to develop a range of attractive offers and rewards for passport holders. Participants can earn rewards at each location, motivating them to check in and engage with multiple businesses throughout the day. Explore empowers partners and merchants to manage their own offers via a Partner Portal. Simply send invites to participating businesses, enabling them to easily input their unique offers.
Here are some examples of effective offers and rewards that you can incorporate into your program:
Exclusive Discounts: Offer passport holders special discounts, such as 10% off their total purchase or a buy-one-get-one-free deal. For example, a local bakery might provide a discount on holiday treats for shoppers who check in at their store.
Free Gifts: Consider providing a free gift with a purchase for passport participants. A boutique could offer a complimentary tote bag for shoppers who make a purchase over a certain amount, while a coffee shop might give away a free pastry with any drink purchase.
By tailoring these offers to fit each business's unique offerings and ensuring they are attractive enough to motivate shoppers, you can create a dynamic passport program that encourages exploration and support for local merchants.
6. Export and Distribute QR Codes
QR codes and visible signage are essential for helping shoppers discover opportunities throughout town. Explore’s QR feature allows you to export on-brand, trackable QR codes for each participating business. With a simple scan, shoppers can quickly join the program. Because these QR codes are encoded for specific businesses, they make checking in seamless and convenient for shoppers.
Keys to a Successful Digital Passport Launch on Small Business Saturday
Once your digital passport is designed and local businesses are on board, it's time to launch! A successful launch is crucial for maximizing participation and creating buzz around Small Business Saturday. Consider using our Digital Passport Launch Kit to supercharge your marketing campaign. Here are some key strategies to ensure your program makes a significant impact:
Promote the Program
Utilize a multi-channel approach to promote the digital passport program. Leverage social media platforms to reach a broad audience. Create engaging visuals and share compelling stories that highlight the benefits of participating in the passport program, such as exclusive discounts, fun challenges, and the chance to win prizes. Clear and consistent messaging will help convey the excitement and encourage consumers to get involved.
Creating a dedicated hashtag for the event can further enhance visibility and encourage social sharing. This makes it easy for participants to share their experiences and photos, generating excitement and spreading the word about the passport program.
Engage the Community
Engaging the community is vital for creating a sense of unity and excitement around Small Business Saturday. Encourage local businesses to promote the passport program not just in-store but also through their own marketing channels, such as email newsletters and social media accounts. This collaborative effort can significantly boost awareness and participation. Consider offering prizes and rewards to the businesses that receive the most check-ins to incentive them to promote the program.
Consider hosting special events or workshops leading up to or on Small Business Saturday. These could include kick-off parties, local markets, or interactive workshops where shoppers can learn about participating businesses and the unique products or services they offer. Special promotions, such as exclusive discounts for passport holders, can also incentivize participation and drive traffic.
Leverage hyper-local influencers to promote the passport program on their social channels. These influencers have established trust and engagement within the community, making them ideal advocates for driving participation. By sharing their personal experiences and highlighting participating businesses, they can create authentic buzz around Small Business Saturday, encouraging their followers to explore local shops and join the program.
Finally, make sure to keep the momentum going throughout the day. Engage with participants on social media by sharing live updates, posting user-generated content, and celebrating milestones achieved by shoppers. This ongoing interaction will help maintain excitement and encourage shoppers to continue exploring local businesses.
Analyzing the Effectiveness of Your Digital Passport Program
After Small Business Saturday, leverage Explore’s dashboards to conduct a thorough analysis of participation levels and gather valuable data on shopper behavior. This analysis is crucial for understanding the effectiveness of your passport program, show ROI to local businesses and boards and identifying areas for improvement. Here are the key performance indicators (KPIs) you should analyze:
Total Participants and Check-Ins: Measure the overall number of participants and check-ins across all participating businesses to gauge overall engagement with the passport program.
Business Visits: Identify which businesses received the most visits. This will help you understand consumer preferences and the effectiveness of marketing efforts for each location.
Reward Redemption Rates: Analyze how many rewards were redeemed versus how many were offered. This insight can reveal which incentives were most appealing to shoppers.
Participation Rate: Calculate the percentage of passport holders who actively engaged with the program by checking in at participating locations. This metric helps assess the overall success of the initiative.
Customer Demographics: Examine the demographic information of participating shoppers, such as age, gender, and location, to better understand your audience and tailor future marketing strategies.
Feedback from Businesses: Collect feedback from participating merchants regarding their experiences with the program. This can include insights on sales increases, customer interactions, and the effectiveness of their offers.
Shopper Feedback: Conduct surveys or informal conversations with shoppers to gather their opinions on the passport program. Ask about their experiences, what they liked, and any suggestions for improvement.
Social Media Engagement: Monitor social media activity related to the event, including posts, shares, and interactions using the dedicated event hashtag. This will help assess the online buzz generated by the program.
By analyzing these KPIs, you can gain a comprehensive understanding of the program's impact. This data will inform your future initiatives, enabling you to refine strategies and improve engagement efforts for subsequent Small Business Saturdays.
By following these steps, you can create a vibrant and engaging digital passport program with Explore that enhances the Small Business Saturday experience, drives foot traffic to local businesses, and strengthens community ties. Embrace this opportunity to celebrate and support the unique offerings of your community while creating lasting connections between shoppers and local businesses.
Ready to leverage gamification for Small Business Saturday?
Book a demo to learn how Explore can supercharge engagement and crush your #ShopLocal goals. A digital passport can be set up in less than an hour to start driving participation and impact.
