Patent attributes
A tool for context aware gamification in retail environments. The tool determines real-time contextual data for a retail environment. The tool determines, based, at least in part, on the real-time contextual data, one or more customers associated with a target location within the retail environment. The tool provides a gaming incentive through an associated augmented reality experience to the one or more customers associated with the target location, wherein the gaming incentive incentivizes movement of the one or more customers with respect to the target location. Responsive to a determination that the gaming incentive is not effective, the tool updates the gaming incentive and the associated augmented reality experience provided to the one or more customers associated with the target location.
