How Gamification Marketing Helped ZooRoyal, AEG, and SPAR Elevate their Advent Campaigns
Brands For Less (BFL), established over two decades ago, has carved a niche for itself in the Middle East’s retail landscape by offering top-quality branded products at significantly discounted prices. With both an expansive online presence and a chain of physical stores spread across the region, BFL ensures that customers can access a wide variety of products ranging from fashion apparel to household items. Their commitment to affordability without compromising on quality has garnered them a dedicated customer base, reinforcing their position as a leading value retailer in the region.
Brands For Less (BFL) was gearing up to celebrate another milestone – its 26th anniversary. However, in the vast ocean of retail promotions, standing out and capturing the audience’s attention has become an ever-escalating challenge. BFL recognized that more than just announcing another sale would be necessary – they needed a more interactive and engaging approach to stand out from other retailers and attract customers’ attention.
While short-term promotions can offer a temporary boost in engagement, BFL’s vision went beyond that. Their aim was not just to elevate the buzz around this anniversary sale in particular, but also to create a lasting effect that would ensure continued customer interaction eventually. They weren’t only looking for a temporary “one-shot” solution. Instead, BFL’s ambition was to lay the groundwork for a strategic plan that would not only attract customers to this particular sale but keep them engaged and connected to the brand for future promotions and campaigns.
Central to this strategy was the intention to generate new leads for their app and turn occasional shoppers into dedicated, returning customers. In essence, BFL’s challenge lay in creating a media campaign that would spotlight their anniversary sale and pave the way for long-term customer loyalty and engagement.
To tackle their challenge, Brands For Less (BFL) embraced Gamification Marketing, opting not for a single campaign but for a “Gamezone” that offered multiple ways for customers to engage with the brand. Powered by Brame’s SaaS software, the Gamezone featured a variety of games, including spinning wheels, a Memory game, and a fashion quiz, all integrated into BFL’s app and promoted across their channels.
For ten days, customers could return daily to play, with the chance to win instant rewards ranging from discounts to grand prizes. This approach allowed BFL to effectively promote their anniversary sale while also deepening customer engagement. The Gamezone served as a bridge between the brand and memorable, rewarding experiences for customers.
The impact of the Gamezone initiative was nothing short of remarkable. Throughout its 10-day runtime, more than 195,000 total plays were recorded, showcasing the immense effect of this gamified experience. Even more impressive is the average return rate of 8.5, clearly showing that the Gamezone not only successfully attracted customers but engaged them in a way that made them return to play almost every single day of the campaign.
But the triumph wasn’t limited to just gameplay statistics. BFL witnessed a substantial surge in their brand interaction. Their CRM reported a whopping 50,000 fresh app downloads, signifying a significant expansion of their user base. Moreover, active daily users increased by over 43%, proofing the campaign’s effectiveness in attracting customer interest and fostering active interaction.
By leveraging the power of Gamification Marketing, BFL didn’t just promote their Anniversary Sale; they created a real buzz around their brand, fostering deeper customer connections and generating impressive returns in both engagement and business metrics. The success of this initiative became a clear sign for BFL to incorporate Gamification as a pivotal strategy for the future, paving the way for its integration in upcoming campaigns and marketing strategies.
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Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
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