The cost-of-living crisis has prompted consumers to change their spending habits in significant ways to save money. For many, such behaviours are a necessity, but one that may evoke discomfort or negative emotions. However, online payment platform Alipay has devised a creative way of making fiscal responsibility more appealing and even entertaining.
At the end of July 2024, the Chinese payment platform launched a savings service known as “Little Purse” that encourages consumers to save money. This in turn inspires a fictional interactive script, with a range of stories from workplace survival to romcom. Different savings amounts offer users different options in terms of dialogue or action, effectively allowing them to choose their own adventure and progress through a plot influenced by their savings behaviour.
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Financial pressures weigh on the majority of consumers’ minds. More than three-quarters (76%) of consumers globally are extremely or quite concerned about maintaining their current lifestyle in the cost-of-living crisis. This has predictably influenced consumers to adopt a range of money-saving techniques, from comparing prices online (53%) and keeping to a stricter budget (31%), to switching to cheaper brand alternatives (46%) and buying more store brand products (32%). But saving money requires self-control and often involves declining purchases that bring immediate joy, making the discipline feel like a burden rather than an accomplishment. Saving also often requires a long-term commitment, making it hard to see progress. This can make consumers feel they are not achieving anything, which can be demotivating.
A narrative with a consumer hero is unique
By launching a savings adventure game, Alipay’s Little Purse service effectively gamifies the act of saving money. Gamification can be highly effective in making everyday processes – purchasing a product, posting a review, or saving money – more interactive. Earning rewards or unlocking achievements for meeting savings targets provides positive reinforcement, creates a sense of accomplishment and can help offset the sacrifice that can be associated with saving.
Consumer brands already leverage forms of gamification to engage consumers and encourage brand interaction. These include tiered reward systems that give customers exclusive access to sales, free products, or extra loyalty points, or allowing users to “level up” as they reach certain targets. Many brands also award digital badges for reaching specific milestones, or create leaderboards to foster friendly competition and motivation. However, the notion of using narratives and storytelling to unlock rewards and make consumers the hero is unique. Brands that can draw on this strategy to make saving more collaborative and fun can deepen customer engagement and loyalty, while also promoting positive financial habits.
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