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 in the long run. 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 not only spotlight their anniversary sale but also pave the way for long-term customer loyalty and engagement.
To address the challenge at hand, Brands For Less (BFL) turned to the powerful and engaging world of gamification. However, instead of only using gamification for a single campaign, BFL was keen on providing their customers with a variety of fun ways to interact with the brand to ensure they would be coming back for more. This prompted the strategic decision to launch a ‘Gamezone’.
Powered by Brame’s SaaS software, the Gamezone featured not one, but multiple captivating games. For ten days, customers could choose between trying their luck on one of the two wheels of fortune, challenging their cognitive skills with a stimulating memory game, or testing their fashion knowledge with a specialized fashion quiz.
Each game was thoughtfully integrated into BFL’s App and promoted throughout their channels. To make the Gamezone even more attractive, various rewards could be won each day customers returned to the Gamezone. Players stood a chance to win instant prizes, ranging from immediate discounts to grand prizes.
Incorporating gamification in this manner allowed BFL to not only promote their anniversary sale but also to provide an interactive platform that captured players’ attention and interest in the brand. The Gamezone was more than a promotional tactic—it was a bridge that linked BFL’s brand with memorable, rewarding experiences for their 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, 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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