allowing them to signal employee-related bottlenecks in the mobile shopper experience. Based on these metrics, firms can develop incentives that go beyond sales targets. One way to implement incentives is gamification. Many firms have experimented with gamification as a mode of shopper engagement to nudge shoppers along the mobile shopping journey (e.g., McDonald's Pick ‘n’ Play). However, gamification opportunities for incentivizing employees have not been explored much. Gamification elements may help to stimulate both cognition and affect in relation to experiences