Gamified loyalty programs in online grocery retail: A mixed-methods investigation of consumer engagement and behaviour

Online grocery retail has become a mainstream shopping channel, yet sustaining consumer engagement and loyalty in a digital environment remains challenging. This study investigates whether integrating game-like mechanics into loyalty programs can deepen engagement and stimulate purchasing among online grocery customers. Data were collected entirely online through an established UK-based consumer panel administered via the retailer's digital platform. A mixed-methods design combines survey and behavioural analytics from 500 participants randomly assigned to either a gamified or a standard loyalty condition. Quantitative measures include engagement scores, gamification usage, and purchase frequency, while qualitative interviews explore participant perceptions of fun, autonomy, and fairness. Descriptive statistics indicate that participants engaged more often with gamified tasks and reported stronger emotional bonds with the retailer. Regression models show a positive association between gamification usage and engagement and a moderate indirect effect on purchase frequency. Interviews reveal that meaningful challenges, progress feedback, and social recognition are central to sustaining interest, while concerns about privacy and over-competition act as potential barriers. Findings suggest that gamified loyalty programs are most effective when they prioritize personalized progress tracking over universal competition, and are tailored to younger (18-34 years) and female consumer segments in the online grocery context. The study contributes to retail research by providing empirical evidence from a large, nationally distributed sample and offering actionable insights for online grocery retailers seeking to leverage gamification responsibly.