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.
Since its founding in 1920, MPREIS has established itself as a renowned supermarket chain in Austria. From its headquarters in Völs, Austria, MPREIS operates an extensive network of grocery stores throughout the country. MPREIS is known for its exceptional customer engagement and the quality of its wide product range, including fresh produce, baked goods, and household items. MPREIS has long enjoyed an excellent reputation and has become the preferred choice for customers looking for an extraordinary shopping experience in Austria.
Seasonal events play a pivotal role in the retail grocery sector as they offer a magnificent opportunity for retailers to capitalize on heightened attention during these times to enhance brand awareness and entice new customers with innovative deals. Seasonal products not only create a sense of anticipation for the upcoming season among customers but also offer the opportunity to showcase unique, theme-related items tailored to specific holiday or seasonal needs.
MPREIS recognizes the value of these events and uses them to constantly delight customers with customized offers, aiming to secure long-term customer loyalty and boost sales. By tailoring their product range to different seasons and special occasions like Easter, summer, autumn, Halloween, Christmas, etc., MPREIS aims to meet evolving customer desires and benefit from the enthusiasm associated with these events. However, the grocery retail sector is fiercely competitive, and seasonal campaigns are now standard. Therefore, MPREIS sought a solution that would enable the company to stand out from other retailers and their seasonal marketing campaigns. It was clear to this community-focused retailer that they wanted to offer their customers an entertaining way to discover their seasonal specials.
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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.
MPREIS succeeded in using gamification as a potent marketing tool, effectively reaching a broader audience curious about the innovative marketing concept, the fun games, and the associated prizes. This surge in visitor numbers not only bolstered MPREIS’s seasonal sales but also presented valuable opportunities to convert new customers into loyal ones. Moreover, the playful initiatives excited existing customers, who eagerly shared their innovative gaming experiences at MPREIS. The heightened brand awareness, coupled with the emotional connection forged through gamification, fortified MPREIS’s position as one of Austria’s favorite retailers.
The partnership between MPREIS and Brame is rooted in shared values that made collaboration successful from the outset. Both companies prioritize close partnerships and understand the importance of teamwork for success. Furthermore, MPREIS appreciates Brame’s focus on personalized, tailor-made offers, which align perfectly with MPREIS’s objective of providing high-quality products tailored to individual customer needs. According to Valentin Schennach, the Marketing Technology Lead at MPREIS, the software developed by Brame is user-friendly, and a campaign can be launched within two days if needed. MPREIS sees Brame as the ideal partner for long-term collaboration and the further development of gamification solutions that support MPREIS’s goal of offering their customers extraordinary shopping experiences.
All the games have worked well so far, the Advent Calendar is a yearly highlight, and customers are anticipating it already... Cost is much lower compared to agencies which MPREIS used previously to create a gamified advent calendar.
Check out the games that MPREIS released, and the outcomes they achieved!
MPREIS’s gamification marketing campaigns have shown remarkable results and have managed to captivate customers. For instance, the EM Quiz campaign achieved an impressive engagement rate: users spent an average of almost 2 minutes fully immersing themselves in the interactive quiz.
The Mia STW campaign, which was launched in mid-January to support the traditionally less busy sales seasons, attracted nearly 1000 new users and leads in only one week. Moreover, the Mia STW campaign boasted an extraordinary conversion rate of 62.8%, underscoring the effectiveness of gamification in activating users and converting them into loyal customers.
The Easter Calendar campaign achieved a particularly striking result. It achieved a Double-Opt-In (DOI) rate of 32%. According to Valentin Schennach, the person responsible for marketing technology at MPREIS, this figure is simply utopian. The Easter Calendar campaign also revealed that the Cost-per-Lead (CPL) using gamification strategies could be 4-6 times lower than conventional campaigns.
Another highlight on MPREIS’s marketing calendar was undoubtedly the Advent Calendar. It ensured extraordinary customer engagement during the crucial Christmas season, confirmed by the impressive 127,000 visits and 16,500 leads generated in just 24 days. MPREIS said this campaign was the absolute customer favorite, and many eagerly await its return.
For both MPREIS and Brame, the key to success lies in continuously learning from the data and feedback of past campaigns. MPREIS learned early on that gamification is especially effective when the technology is used regularly. By offering customers the next game as soon as a campaign ends, they can continuously maintain the customers’ attention. Through their interactive campaigns, MPREIS has quickly positioned itself as the food retailer that offers continuous added value to its customers through entertaining games and competitions.
In their past contests, MPREIS has found that campaigns with a main prize and several smaller instant prizes work particularly well. This is because customers are delighted to win something immediately after participating while simultaneously awaiting the grand unveiling of the main prize winner at the end of the campaign.
Another crucial aspect is the intelligent combination of online and offline promotion strategies and the use of their own promotional channels. By advertising primarily on their own channels, e.g., their website, in the newsletter, in the app, and on their social media channels, MPREIS saves a significant amount of costs. To amplify campaigns beyond their current market reach, the food retailer uses paid social media advertising and makes use of display ads.
Having had very good experiences with gamification so far and with customers always eagerly awaiting new games, the Austrian food retailer is already looking forward to the next campaigns where gamification will be used. The Advent Calendar will certainly make its big comeback in the upcoming Christmas season. But before the advent season begins, there are some more events at the end of summer and during the autumn season that could be of interest, such as the German Oktoberfest or special theme weeks like the “Italian Weeks” that MPREIS holds. One thing is clear: Gamification has found a firm place in MPREIS’s marketing strategy and will play a pivotal role in the future.
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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.
