Gamification to enhance motivation in a real world order picking environment of an online grocer

A case study at Picnic

Master thesis (2017)

Authors

T. van den Berg Technology, Policy and Management

Contributors

A. Verbraeck (supervisor 1)
H.K. Lukosch (supervisor 1)
J. Rezaei (supervisor 1)
W.J.S.M. Bleeker (supervisor 1)
Faculty
Technology, Policy and Management
Copyright: © 2017 Tim van den Berg
Gamification Motivation Order picking Game elements Grocery retail
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Published Date

19-12-2017

Language

English

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Faculty

Technology, Policy and Management

Abstract

The online grocery retail industry is rapidly growing and has to improve order picking activities which is one of the most costly and labor-intensive activities of their supply chain. Gamification has been promised to increase the motivation and productivity of order pickers, but empirical findings in real world work environments are still missing. In this case study, a gamified design was tested during an intervention with professional order pickers. The design contained the following game elements: points, badges, leaderboards, performance graphs and avatars. The results show that the motivation of the order pickers are positively influenced by the intervention and that this led to a higher productivity. Besides, it was found that different game elements were differently appreciated depending on the level of experience of the order picker.