How Gamification Marketing Helped ZooRoyal, AEG, and SPAR Elevate their Advent Campaigns
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 successfully implemented some Gamification Marketing campaigns using Brame’s software, and it is committed to providing customers with interactive and entertaining experiences, transforming them into loyal repeat customers. Due to the high popularity of the previously conducted campaigns, there was a desire for another effective campaign. This led to the creation of the BIPA Spin-the-Wheel, which featured around 150,000 attractive prizes. The format of the Spin-the-Wheel allowed participants not only to gain insights into the extensive product range but also get a glimpse of some of the instant win prizes, creating an incentive to provide high-quality zero-party data.
The BIPA Spin the Wheel campaign generated immense reach, with 2.4 million games started. Over 85% of the games were completed, and many participants played multiple times, as indicated by a return rate of 3.7%, which speaks to the campaign’s relevance. The high prize redemption rate of 61% also highlights the campaign’s popularity and demonstrates the psychological impact of Gamification Marketing. The chance to win leads to dopamine release, motivating participants to redeem their instant prize.
To ensure the campaign’s success, Spin the Wheel was promoted across various BIPA channels, including its online shop, newsletter, and social media platforms. The latter performed particularly well, with a click-through rate of 3.51% on social media, about 30% above the industry average. Targeted mailings also resulted in an outstanding clickthrough-rate of 41% in the newsletter.
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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.
