As one of Austria’s most popular drugstore chains, BIPA now operates around 600 stores with a diverse range of products. However, it is no easy task to stand out from the competition in a highly competitive market and to strengthen it’s own brand, win new customers, and develop them into loyal regular customers. With BIPA’s Spin the Wheel, the company was able to take its Gamification successes to a new level, increasing customer frequency and the size of shopping baskets in local stores.
The challenge modern drugstore retail is facing major challenges, particularly in customer loyalty, as traditional promotions and loyalty programs such as loyalty cards are becoming less and less effective. Customers today have an almost unlimited choice of products and competition in the drugstore sector ranges from niche online platforms to big brand competitors, making it increasingly difficult to attract and retain a loyal customer base. BIPA was therefore looking for new solutions to attract the attention of customers on the one hand and to collect high-quality leads on the other.
BIPA has already implemented several very successful Gamification campaigns with Brame’s Gamification Software in the past and strives to offer customers interactive and entertaining experiences and thus transform them into loyal regular customers. Due to the great popularity of the activities already carried out with customers, there was a desire for another effective campaign.
This laid the foundation for the BIPA Spin the Wheel, which enticed customers with around 150,000 attractive prizes. The format of the Wheel of Fortune made it possible to give participants an insight into the comprehensive product range as well as to display a section of the instant prizes, thus creating an incentive to submit high-quality zero-party data.
In the event of a win, a time-limited code was generated to increase customer frequency. Finally, BIPA also hoped to have a positive effect on the value of shopping baskets and sales in local stores.
To ensure the success of the campaign, BIPA’s Spin the Wheel was advertised via a variety of dedicated channels, including the company’s online store, the BIPA newsletter, and social media. The latter performed particularly well with a click-through rate of 3.51% on social media, which is around 30% above the industry average, and an outstanding newsletter click-through rate of 41% was also achieved thanks to several targeted mailings.
With a total of 2.4 million games started, the BIPA Spin the Wheel generated an immense reach. Over 85% of the games started were completed and many participants even took part in the prize draw several times, which is reflected in a return rate of 3.7 and speaks for the relevance of the campaign’s content.
The high win redemption rate of 61% also indicates great popularity among customers and shows that Gamification also has a psychological effect: The chance to win results in the release of dopamine, which makes participants more likely to be motivated to redeem the instant prize. The strategic choice of sponsoring partners and the high quality of the prizes offered in the form of perfumes, shampoos, and other drugstore products were therefore also an important basis for the success of the Wheel of Fortune.
The outstanding figures of the Spin the Wheel once again illustrate the enormous potential of Gamification and the collaboration with Brame led to a significant shift in BIPA’s customer loyalty strategy, which has evolved from traditional loyalty programs to a more dynamic and engaging approach.
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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.
Please submit your information below and we will be in touch shortly to set up a live demo.
