Retail
BIPA
The Austrian drugstore retailer BIPA faced challenges in the highly competitive sector of increasing basket size, customer frequency, and revenue. BIPA has already implemented various successful campaigns, which have generated valuable new customers and fostered engagement with existing ones. With their Spin the Wheel campaign, which attracted over 2.4 million participants and had a prize redemption rate of 61%, they created an almost viral campaign that improved their defined KPIs and triggered an immediate return on investment (ROl).
2.4 Mio.
85%
61%
The Result
Strengthening Customer Loyalty
Through attractive prizes, both new and existing customers were activated, and customer loyalty was promoted playfully.
Increasing In-Store Frequency Basket Size
The use of time-limited codes for prize redemption led to higher customer frequency in stores, where an uplift in sales was achieved through larger basket sizes.
Maintaining Market Position
Through Gamification Marketing, BIPA has succeeded in digital transformation and is distinguishing itself from competitors through innovative marketing.
Who is BIPA?
BIPA, a leading Austrian drugstore retailer founded in the 1980s, has earned a solid reputation for quality and trustworthiness from the outset. As one of the country’s most popular drugstore chains, with roots deeply embedded in the vibrant city of Vienna, BIPA has grown into an extensive network of around 600 stores throughout Austria today. Offering over 15,000 international brand products as well as private labels, the product range spans beauty products, baby items, and everyday household goods. The quality assortment demonstrates BIPA’s endeavor to meet all the needs of the modern consumer and to be the first point of contact for around 3.3 million loyal regular customers as a modern drugstore.
Challenges in the Drugstore Landscape
The current drugstore market landscape presents many challenges. One of the biggest issues is the changing nature of customer loyalty. In a world that offers almost unlimited choices, from niche online platforms to major brand competitors, it’s increasingly difficult to gain and retain a solid customer base. Traditional methods such as loyalty cards and uniform promotional actions are losing their effectiveness, necessitating the discovery of new solutions to capture customer attention.
Furthermore, increasing newsletter signups and acquiring high-quality leads are becoming ever more challenging tasks. As inboxes are flooded with promotional material, convincing consumers to subscribe to yet another newsletter is no small feat. BIPA knows the secret lies in offering added value – for instance, through exclusive offers, contests, introducing new products, or useful application tips. However, there’s a fine line between personalization and intrusiveness, making it crucial to find the right balance. Finally, the drugstore retail sector is a dynamic field that demands BIPA to keep pace with new health trends, demanding product selection, and sustainable practices. BIPA must establish itself in a market where differentiation is the key to success. The challenge? To design offers and campaigns that not only meet but exceed customer expectations and distinguish BIPA in a fiercely competitive environment.
With BRAME’s user-friendly software, we have been able to successfully implement a variety of campaigns and now see Gamification Marketing as a key component in our marketing mix.
How BIPA and BRAME Are Revolutionizing the Drugstore Retail Sector With Gamification Marketing
Searching for a solution to the complex challenges in retail, BIPA discovered BRAME’s Software-as-a-Service solution (SaaS), specifically designed to create engaging Gamification Marketing campaigns easily. The collaboration with BRAME has led to a significant shift in BIPA’s customer loyalty strategy, evolving from traditional loyalty programs to a more dynamic and engaging approach. Roland Kramer, Head of CRM at BIPA, highlights this evolution and points to BIPA’s longstanding efforts towards customer satisfaction. Gamification Marketing has further amplified this commitment by providing customers with activating content and enriching interactions with the brand.
2.4 Million Players, 211% Increase in Newsletter Registrations, and More
Love Was in the Air With BIPA’s Valentine's Day Swipe Quiz
To promote the upcoming Valentine’s Day, BIPA created an innovative Swipe Quiz where players were given a personalized perfume recommendation based on their swipe responses. To receive this at the end of the game, players had to leave their contact details, enabling BIPA to increase its newsletter signup rate by an astonishing 211% compared to traditional marketing campaigns. With a lead conversion rate of 78%, it’s clear how well the game was received by BIPA’s customers. The now-familiar swipe format thus offered a playful incentive for customers to engage with BIPA’s extensive perfume range.
Successfully Leveraging Seasonal Occasions: The Easter Dropper Game
Easter is a key event for almost every industry — BIPA’s interactive Easter campaign was a resounding success, with an outstanding voucher redemption rate that was 17% above the industry standard. The goal of the campaign was to offer customers a fun and engaging experience while simultaneously arousing interest in current BIPA special offers. Hence, the Easter Dropper game was launched, encouraging players to collect as many Easter eggs as possible to be rewarded with double the number of “Jö” points, the reward points of BIPA’s loyalty program, on their next purchase. Players also had the opportunity to participate in a special Easter contest for a chance to win 10,000 “Jö” points.
A Lipstick Personality Test as a Creative Evergreen
Furthermore, BIPA implemented a Lipstick Personality Test as a permanent game on its website, providing customers with a convenient and entertaining way to find the right lipstick brand and shade. Customers can save time and effort in finding what they’re looking for by being directly led to recommended products in the online shop. This example demonstrates that Gamification Marketing can also be used as a lasting strategy to offer customers a seamless shopping experience and to stand out from competitors.
The BIPA Spin the Wheel Is a Prime Example of Strengthening Customer Loyalty and Increasing Purchase Frequency in Retail
The Gamification Marketing measures implemented so far have all been successful, demonstrating popularity among customers, which led to the desire for an even larger campaign. Thus, the foundation was laid for the BIPA Spin the Wheel, which generated immense reach with around 150,000 attractive prizes and 2.4 million games started. More than 85% of the games were completed, and many participants tried their luck multiple times with a return rate of 3.7, indicating the content relevance of the campaign. The popularity among customers is also evident in the prize redemption rate of 61%, which can certainly be attributed to the strategic choice of sponsorship partners and the high quality of the prizes awarded, such as perfumes, shampoos, and other drugstore products. The drugstore giant cleverly promoted the Spin the Wheel across a wide range of traditional and digital channels: offline, customers accessed the game via a QR code prominently printed on flyers, classic advertising posters in various formats, advertising inserts in bags, shelf wobblers in the drugstores, and on receipts. BIPA also promoted the game in its own online store and additionally played out various online channels, with the performance of newsletters and social media being particularly noteworthy. For example, multiple prompts managed to achieve an outstanding click rate of 41% in the newsletter. The success of social media promotion is evident in the impressive clickthrough rate of 3.51%, which is about 30% above the industry average.
Daily Redeemed Prizes
The graph “Redemption Rate BIPA” displays the number of redeemed prizes throughout the campaign from August 24 to September 20, 2023. On Sundays (August 27 and September 3, 10, and 17), the BIPA stores were closed, making voucher redemption impossible on these days. The following Mondays and Tuesdays are typically less frequent. The significant peaks on these days demonstrate the positive effect of Gamification Marketing, as it shows that customers streamed to the stores at a higher frequency than usual after the weekend to redeem their prizes and, as an additional effect, purchase complementary products.
Gamification Marketing as a Core Component of BIPA’s Business Strategy
For BIPA, the immense added value of Gamification Marketing has already become clear due to the impressive results of the Spin the Wheel and past campaigns. Hence, BIPA intends to employ this innovative marketing tool in future campaigns as well. The Austrian drugstore retailer sees great potential, especially in seasonal events, which are traditionally important in retail. Events like Black Week at the end of November and the subsequent Advent season present exciting opportunities for new interactive campaigns. Promising next steps in BIPA’s strategy also include planned collaborations with various partners in future campaigns, promising a win-win situation. While partners benefit from increased visibility and reach, BIPA can offer its customers various exciting prizes and deals, thus elevating its Gamification Marketing campaigns to a new level. Gamification Marketing is already considered in the annual planning, and the goals of the planned campaigns are defined in advance. The partnership with BRAME has opened doors for BIPA to benefit from the proven impact of Gamification Marketing and to implement even more complex strategies in the future. Imaginable are, for example, educational and knowledge-based campaigns for employees and customers that allow for a more profound engagement with specific topics. Integrating additional benefits for “Jö” loyalty customers is a great way to further bind customers and generate additional purchases. Of course, the use and download of the BIPA app should also be promoted to attract younger customers with tailored incentives. By incorporating Gamification Marketing into its long-term business strategy, BIPA aims to consistently offer customers interactive and entertaining experiences, thus developing them into loyal regular customers.
More case studies
TSG Hoffenheim
TSG Hoffenheim is a renowned German football club with a loyal fan base. However, the most devoted fans, the season ticket holders, felt disadvantaged compared to new customers and event fans who received more attention with promotions, contests, and small gifts. The football club wanted to change this by creating a quiz specifically for the season ticket holders.
Mattel
Mattel, a renowned toy company based in the United States and the second-largest toy manufacturer globally, has consistently captivated young minds and brought immense joy to children worldwide. With an unwavering dedication to delivering exceptional products, Mattel not only aims to engage and educate parents about their diverse range of toys and the invaluable benefits they offer to children but also extends their focus to encompass all matters related to babies.
MPREIS
MPREIS recognized the immense potential of gamification to revolutionize marketing campaigns for seasonal events and holidays, turning them into extraordinary experiences that captivate customers and entice them to return. By incorporating game mechanics into their marketing strategies, they were able to significantly amplify the attention customer directed toward current special offers while simultaneously fostering a deeper connection between customers and the MPREIS brand.
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See what Marc Marti from Tchibo and other leading marketers had to say about BRAME.
Marc Marti
Elena Abeltshauser
Luca Cadlini
Through Gamification, we reach customers on a different level and can surprise, inspire, and reward them. We are seeing an increase in frequency and revenue as well as enhanced engagement from users of our digital channels.
I can highly recommend BRAME's Gamification tool to anyone looking for a cost-effective and simple solution to collect email addresses or increase sales
The real-time performance analytics are very important to us, as they allow us to take our learnings and refine our strategy for upcoming campaigns.
In an A/B test, we displayed a Gamification banner to half of our website visitors, while the other half saw no banner. The group with the Gamification banner achieved an 18% higher sales conversion compared to the group without it. This was an outstanding result for us, as only very few tools or methods can boost sales conversion by 18%
With BRAME’s user-friendly software, we have been able to successfully implement a variety of campaigns and now see Gamification Marketing as a key component in our marketing mix.
What I appreciate most about working with BRAME is the drag-and-drop Gamification Builder, which made it easy for us to implement Gamification Marketing, along with the expert advice and support based on industry-specific best practices. This enabled us to launch a successful Gamification campaign and implement game mechanics perfectly suited to our industry and goals.
All the games have worked well so far. The Advent calendar is a yearly highlight, and customers are already anticipating it. The cost is much lower compared to the agencies MPREIS previously used to create a gamified Advent calendar.
In the last 20 months, we’ve collected over 35,000 unique leads and achieved a double opt-in rate of over 70%, which is more than double the industry average.
We had previously worked with agencies in the Gamification field, but with BRAME, we’ve become much more flexible. [...] We need much less time to set up campaigns, have excellent support that we can rely on, and are incredibly fast in execution.
The drag-and-drop functionality allows for quick game creation without technical expertise, which is especially valuable for day-to-day operations and to save time.
The diverse selection of game types and fully customizable templates provided by BRAME's tool allow us to create new experiences every time.
Users were motivated to repeatedly participate in games through gamified marketing campaigns, increasing the digital engagement and driving more frequent purchases.
Through our gamified campaigns with BRAME, we were able to generate numerous new app downloads and welcome new SPAR Friends members to our community. BRAME has made a lasting impression on us, and we are looking forward to various other campaigns.
During the European Championship, the Hit-the-Target Gamification Marketing mechanic increased sales conversions by 44% between June and July compared to January to May 2024. Additionally, the average card size grew by 11%, and transactions increased by 21% during the same period.
Compared to previous third-party providers, BRAME offers us a more flexible tool and the ability to independently create campaigns at a considerably lower cost.
Through a social media campaign with gamified content, we generated 14,000 leads, with 25% signing up for our newsletter via double opt-in. We were amazed at how easy it was to generate high-quality leads with Gamification Marketing in just four weeks. Simply perfect!
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