AEON Bank gamifies daily operations
The Digital Bank AEON Bank, a subsidiary of the Japanese group AEON based in Malaysia, has just presented its latest solution aimed at improving the banking and financial experience of users of its services at the time of payment. His initiative takes the form of a loyalty program called "Neko Missions" and relies heavily on gamification to involve as many users as possible.
FACTS
- AEON Bank has just launched "Neko Missions", which she presents as an innovative loyalty program based on the gamification of daily operations.
- In fact, the program proposes to reward customers through the bank's mobile app. They are invited to carry out missions and validate them by clicking on the "Rewards" icon presented in the AEON Bank application.
- Among the proposed missions, incentives to pay for purchases via AEON Bank debit card or through QR Code for example.
- Each mission accomplished during the validation of daily operations allows them to earn virtual buffers called "Neko Paws" which customers can then exchange for offers to be held by bank partners.
ISSUES
- Strengthening its strategy : AEON Bank is primarily a digital bank offering mobile and online banking services and innovative payment, savings and loyalty solutions. Its latest initiative therefore aims to complete an already rich offer on the subject.
- Promoting inclusion : Behind the purely playful objective of programmes like "Neko Missions" is nevertheless another ambition defended by AEON Bank. The Digital Bank intends to promote financial inclusion and the use of digital means of payment to modernise its country's financial services and, above all, to address them to as many people as possible.
PERSPECTIVE
- The "Neko Missions" programme is not the first to offer an experience combining gamification and loyalty. Making banking and financial services less formal is thus a strategic focus taken by many banks in recent years to try to get closer to their customers. Among the most important initiatives successful, that of the Russian Sberbank in 2017 which distinguished itself for example by its ability to surf a game of world fame at the time, Pokemon Go.
- A large part of the initiatives that integrate gamification operations within financial services concern the children or more Young people bank clients, and defend an educational goal. However, the Singapore-based Trust Bank recently illustrated another objective of the proposing personalise the savings as pets to motivate the investments of its customers.
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