In-store assortment training to the distribution manpower of dairy companies using gamification

The aim of this study is to design and implement an e-learning course for distributors of fast-moving consumer goods using gamification. In the first step, the components of the in-store assortment are extracted using a systematic literature review, and customer preferences in each of these factors were determined as users’ opinions of 387 customers. In the next step, the game is designed based on the persuasive game design (PGD) model, and the mechanics, dynamics, and aesthetics (MDA) of the game were determined by an experts’ panel, and a mobile app is designed as a learning tool. In the following step, the designed game was carried out by the distributors and the game prizes are awarded to the winners. Finally, the effects of the gamified e-learning are evaluated using the IMI questionnaire and analyzing the players’ points. Findings show that enjoyment, perceived competence, effort importance, pressure tension, perceived choice, and usefulness of this course are significantly higher than average. Besides, the average of points gets higher during repetition rounds while the dispersion of the points gets lower. As a result, it seems that gamification could be a valuable alternative to learning operational tricks for marketing staff, especially distributors.