Conrad Electronic is a prominent European multinational retailer of electronic products renowned for its comprehensive consumer and specialized electronic product offerings. With a diverse catalog boasting over 1.5 million items, the German-based company has become a go-to destination for electronics enthusiasts and professionals. Conrad’s online platform caters to a broad spectrum of customers across Europe, from electronic components to cutting-edge gadgets. Their commitment to innovation and customer engagement is exemplified through strategic initiatives such as interactive campaigns during events like Black Friday, setting them apart in an increasingly competitive market. As a trusted electronics retailer with a long-standing presence, Conrad continues to thrive by embracing technological advancements and delivering quality products to its customer base.
To attract and retain new customers and boost sales during the upcoming high season, Conrad decided to launch a Black Friday campaign for its Austrian customers to capitalize on the immense shopping potential of this annual event that is well known for the highly competitive period, immense price reductions, and sales. However, the prominence of Black Friday poses several challenges for e-commerce businesses like Conrad. With Black Friday sales becoming increasingly prevalent, capturing and retaining customers’ attention amidst the sea of discounts and promotions becomes daunting.
The pressure to offer compelling deals while maintaining already low price margins can strain profitability, and convincing customers to choose Conrad’s web store over numerous other options in the highly competitive e-commerce landscape is essential to succeed. To address and master these challenges, an innovative strategy is needed to offer customers convincing reasons to shop in Conrad’s online shop. In this context, the e-commerce retailer’s quest to create an interactive touchpoint and the chance to win discount codes was a strategic move to differentiate itself and engage customers in a meaningful way.
To captivate customers during the competitive Black Friday period, Conrad made the strategic decision to use the power of gamification and create unique and engaging touchpoints. These aimed to provide customers with discounted prizes and offer them additional value in the form of a chance to win additional, exclusive discounts and vouchers.
They created a gamified Spin the Wheel campaign, a game perfectly tailored for the shopping frenzy of Black Friday. Conrad incentivized purchases and effectively collected leads for future marketing efforts by offering exclusive discount codes as prizes. What set this campaign apart was the guarantee of a prize for each player, significantly boosting participation rates and ensuring a high interaction with the brand. The Black Friday campaign was extensively promoted on Conrad’s social media channels, website, and newsletters, reaching diverse target audiences across multiple platforms.
Conrad looked back at a successful first gamified Black Friday campaign, laying the positive groundwork for more interactive campaigns. With their Spin the Wheel campaign, Conrad attracted +22,000 unique visitors.
Amazing 94% of those visitors completed the game to get their discount codes, thereby already securing Conrad future returning visitors on their website and moreover their online store, and providing them with an extensive list of qualitative and high-intent contacts for valuable nurture and promotional e-mail campaigns.
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