"UNPREDICTABLE REWARDS"

READ TIME: 4.58mins

I’m fairly certain I know the answer to this…

But have you ever found yourself binge-watching a Netflix series, swearing you’d stop after just one episode, but then… bam!

Suddenly, it’s 2am, and you’re still glued to the screen because those pesky episodes keep ending on a cliffhanger and you need to know what happens next?

**Guilty**

IT’S A SIX!!

The whole restaurant erupts with cheers, clapping and laughter.

The waiter pats you on the back to congratulate you.

You did it. You just scored a free night out #winnerwinnerchickendinner (literally).

Now, you’re probably thinking… great story Jodi, but this would never happen.

Oh! but it does First name, at a small chain of Indian restaurants in the UK called Dishoom.

Their fun “Matka – Roll the Dice” experience, which they don’t tend to advertise but is widely known about, offers customers who dine before 6pm on weekdays the chance to win their entire meal – including drinks – for free simply (or is it?) by rolling a six.

It’s a brilliant use of an unpredictable reward that keeps guests excited and eager to return, by tapping into their love for spontaneity and surprise, as customers feel that irresistible pull of chance with every visit.

All while encouraging people to dine earlier, filling tables during quieter hours. Genuis!

HOW UNPREDICTABLE REWARDS INFLUENCE BEHAVIOUR

Unpredictable rewards are like little dopamine bombs for your brain.

The idea is that when the reward is unpredictable, your brain gets a bigger hit of dopamine than it would from something predictable, because it’s not just the reward itself.

The anticipation alone lights up your brain like the Rockefeller Centre Christmas Tree filling you with excitement and possibility.

You see, when you know there is a chance you might get something – but no clue when, or even if – your brain kicks into high gear.

Curiosity spikes, focus sharpens, and let’s be honest… you might even start to get the sweats.

It’s why those pesky pokies (slot machines) are so good are reeling us in.

“Will this be the spin that finally hits the jackpot?”

And it’s why the average person spends 2hrs and 31minutes a day giving their thumbs a solid workout as they scroll social media endlessly.

Your brain is constantly thinking, “What if something cool happens next?”

That unpredictable, “maybe” factor, is what keeps you engaged and coming back for more.

And taps into your deep-rooted need to avoid missing out on anything exciting.

BUILDING A CULT FOLLOWING

Fayt, an Australian women’s fashion label, have created somewhat of a cult following, thanks to their social media antics and unpredictable generousity.

While their content is funny and engaging, it’s their “pack an order” videos that really drive engagement.

Because they’re anything but a normal “pack on order” video.

You’ll often find the team playing around the warehouse collecting the pieces of the order, while throwing in random items in the customers size, unreleased items, filling the bag full of lollipops, or adding anything that is not part of the original order. (You’ll never believe what they threw in this one)

Their audience love these videos because they’re hilarious.

But they also generate high engagement as customers not only drop their order numbers in the comments occasionally, but add comments in their online orders asking for their orders to be packed on social media, with the hope that (just maybe) their order might end up with a little freebie or unpredictable reward inside… or in the case of the above video, freebies AND the cost of their order refunded.

The beauty of these videos lie in the randomness both of when the next “pack an order” video might pop up AND what random things will be added to the next order – but their audience, and customers, love it.

And because we’re in the age of social media, you can bet as soon as someone unboxes their order and finds a free top, or something alongside the items they ordered, they’re on Instagram and TikTok with a selfie of their box and #ThanksFayt #Blessed creating unprompted and unscripted social proof.

USING UNPREDICTABLE REWARDS IN YOUR MARKETING

It’s a noisy world out there, so it’s critical to find smart, effective ways to “woo” your audience.

💸 VALUE IN UNEXPECTED PLACES

Think your clients are too serious for surprises? Think again.

You can bring the unpredictability factor by offering an unexpected bonus service during a project, or a free consultation hour out of the blue.

Imagine sending them a book you think they’d love, with a note saying, “Just thought this might help with your next big idea.” Or even a welcome gift when you are onboarding them at the start of their time with you.

💸 PLAY WITH GAMIFICATION

Adding a gamified element, like a digital wheel of fortune or a scratch card promo, can work wonders – not just for engagement, but for boosting sales. Offering a range of random rewards – different levels of discounts, freebies, early access – creates excitement, turning shopping into something more fun and interactive.

Love them or that them, Temu are the pros at this. The moment you land on their website, up pops this little spinning wheel, like a mini Vegas slot machine. Maybe you’ll win a discount, maybe a freebie, or in classic “just my luck” style, sometimes nothing at all.

By tapping into that sense of unpredictability, Temu creates an addictive experience that makes customers more likely to not just hit “checkout” faster than they intended but add items to their basket that they likely weren’t going to buy… because now they have a discount to play with.

Check out a previous issue of Take My Money on Gamification HERE.

💸 EVERYONE LOVES A FREEBIE

Surprise your customers with a little unexpected treat. It could be as simple as popping a little “extra” in their order, a free sample, another item, a discount on their next order.

While these are technically “unexpected rewards,” rather than “unpredictable rewards” you can still inject unpredictability into the experience – like Fayt does with their “pack your order” videos.

The thing is… you don’t need to break the bank to deliver these rewards. You just need a little creativity.

What matters is the element of surprise and anticipation.

It’s the unexpected nature that sparks excitement, not the size of the reward itself.

And it’s the chance of “what if” that keeps them coming back.

Just beware that if people are constantly in suspense but rarely rewarded, the tactic can backfire, leading to frustration or loss of trust.

The key is to strike the right balance between surprise and reliability.

And who knows? The next time your customer comes back, they might not even be looking for your product or service… they might just be hoping for that next little zing of joy you’re about to deliver.

Until next time, keep ‘em guessing!

P.S. Curious to know how you can get closer to your audience and be more persuasive… so you can sell more? Here’s how I can help:

Book a Happy Hour Session for a quick nudge in the right direction or to tackle that challenge that’s been holding you back.
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THE fACE BEHIND “TAKE MY MONEY”

Hi! I'm Jodi Lee Duncan

I’m a dog loving, tea drinking extraordinaire, and the ultimate geek when it comes to all thing’s marketing, consumer behaviour and buyer psychology.

With a love for storytelling, a heart for creativity, and a brain for science I’m on a mission to help people like you think like their customer so you can create marketing that connects, influences and drives action… in your favour.

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