Retail
E-Commerce
Tchibo Schweiz
Tchibo Schweiz, the global retailer, leveraged BRAME’s Gamification Marketing Builder to increase digital engagement, boost lead generation, and drive e-commerce sales. By integrating Gamification campaigns with a focus on generating newsletter double opt-in (NL DOI) signups, Tchibo Schweiz grew its customer base and improved overall business performance. BRAME’s flexible drag-and-drop Builder enabled Tchibo Schweiz to seamlessly create, customize, and launch interactive campaigns, eliminating the need for costly external agencies.
35.000+
25.200+
72%
1.9x
The Result
Increased DOI Newsletter Signups
Tchibo Schweiz generated over 35,000 unique leads by implementing Gamification Marketing. They also garnered 25,200 new newsletter subscribers, resulting in an impressive NL DOI rate of 72%. This NL DOI rate exceeded the industry benchmark of 25-35% by more than double and significantly increased the global retailer’s customer database for future targeted campaigns and personalized communication.
Increased Digital Engagement
Tchibo Schweiz’s Gamification Marketing campaigns saw strong engagement, with users spending an average of 46 seconds across sessions, achieving a 69% game completion rate and a return rate of 1.9, reflecting high user interest and repeat participation.
E-Commerce Sales Boost
To drive user engagement and boost online sales, Tchibo Schweiz leveraged consolation prizes such as gift vouchers with minimum order values and percentage discounts. These incentives enhanced customer retention and significantly contributed to increased revenue.
Tchibo Schweiz
Tchibo Schweiz, as part of the renowned Tchibo brand, has been a key player in the Swiss retail landscape since its entry into the market in 2001. Originally focused on coffee, Tchibo Schweiz has broadened its offerings to include household goods, fashion, and sports equipment. With 42 retail locations, over 300 shop-in-shop installations, and a strong emphasis on e-commerce, Tchibo Schweiz provides seamless shopping experiences across multiple channels, meeting the evolving needs of modern consumers in Switzerland.
Tchibo Schweiz’s first challenge was to increase NL DOI signups. Generating high-quality leads was critical for expanding their customer base and fostering solid relationships with potential customers. The effectiveness of this process directly impacted future marketing efforts and overall growth. In a competitive market, boosting customer interaction and strengthening engagement were also essential. Tchibo Schweiz needed to keep users engaged with its brand through meaningful, repeat interactions to encourage consistent customer participation over time.
Finally, Tchibo Schweiz faced high costs and many limitations when working with external agencies to implement Gamification Marketing mechanics and campaigns. Previous collaborations with agencies were expensive, often relied on basic mechanics, such as simplified digital scratch cards, and lacked innovation and customization. To overcome this, Tchibo Schweiz sought a more cost-efficient, effective, and flexible solution to execute Gamification Marketing.
“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.”
How BRAME Helped with Gamification Marketing
BRAME implemented a Gamification Marketing strategy to help Tchibo Schweiz enhance lead generation efforts and increase the number of NL DOI signups. Tchibo Schweiz integrated Gamification mechanics and optimized game flows designed for NL DOI signup generation into their digital platforms. As a result, Tchibo Schweiz significantly expanded its database, setting the foundation for future campaigns and improved customer communication.
Simultaneously, customers were encouraged to participate in interactive experiences, which successfully increased digital engagement, forged stronger connections, kept users invested in the brand, and encouraged frequent interactions across various digital touchpoints.
Moreover, BRAME’s cost-efficient drag-and-drop Gamification Builder gave Tchibo Schweiz the autonomy to manage, customize, and launch gamified campaigns in-house, removing the need for external agencies. This flexibility, along with BRAME’s hands-on support and experience of industry-winning strategies and best practices from over 10,000 Gamification campaigns, enabled Tchibo Schweiz to execute Gamification Marketing on a whole new level.
The Results: 35,000 Unique Leads with a 72% NL DOI Rate
By leveraging Gamification Marketing effectively across various campaigns, Tchibo Schweiz achieved notable outcomes in both Switzerland’s German-speaking and French-speaking regions.
Gamified Lead Generation Campaign: “QBO Dropper Game”
Tchibo Schweiz launched the “QBO Dropper Game” across multiple digital channels—including its website, app banners, social media, and newsletters—to generate qualified leads and NL DOI signups while introducing the new QBO coffee capsules and QBO coffee machine. Players controlled a rocket to collect QBO capsules, earning an instant reward of 10 CHF, redeemable in the online shop. The game was only playable once.
Visitors first had to sign up to play the game. Additionally, to enter the main raffle to win one of ten QBO coffee machines, participants had to verify their email via a double opt-in process. This verification step ensured they were eligible for the grand prize, further enhancing the quality of the leads.
The “QBO Dropper Game” campaign generated 9,350 unique leads of which 4,956 subscribed to Tchibo Schweiz’s newsletter, resulting in an outstanding NL DOI rate of 53%. Player engagement metrics demonstrated strong results: the game’s return rate averaged 1.5 plays per user, with each session lasting approximately 32 seconds. By allowing users to play multiple times and win a prize instantly, Tchibo Schweiz successfully incentivized participation and repeat engagement, reinforcing the brand’s connection with potential customers.
Gamified Omnichannel Campaign: “Spin the Wheel”
Tchibo Schweiz launched its “Spin the Wheel” campaign at the beginning of 2023, strategically timed to combat the typical post-holiday sales lull. The winter season, traditionally one of the strongest periods for coffee sales, provided an ideal setting for this promotion. The campaign, which focused on double opt-in signups, aimed to drive customer engagement and significantly grow Tchibo Schweiz’s newsletter subscriber base.
The “Spin the Wheel” omnichannel campaign was promoted online and offline across various channels including Tchibo Schweiz’s website, their app, social media platforms, 60,000 store cards, posters, digital screens, and a display banner campaign in Newspapers. Unlike typical promotions, the campaign did not use Tchibo Schweiz’s newsletter, as the primary goal was to generate new DOI NL signups over focusing on engaging existing subscribers. Therefore, the “Spin the Wheel” game was only playable once.
The game allowed participants to win various vouchers ranging in value from 5 to 20 CHF, which could be redeemed on purchases of 40 CHF or more for the lower-value voucher and up to 100 CHF for the higher-value voucher. Additionally, players could win a Tchibo Schweiz Cafissimo coffee machine with capsules. To participate, users had to sign up with their email address before spinning the wheel, and upon spinning, vouchers were immediately sent to their inboxes. Email addresses verified through the double opt-in process were also entered into a grand raffle to win a 1,200 CHF travel voucher, redeemable on the Tchibo Schweiz website.
The “Spin the Wheel” campaign generated 24,370 unique leads of which 14,780 subscribed to Tchibo Schweiz’s newsletter, resulting in an impressive NL DOI rate of 61%. The omnichannel approach was highly effective, with the campaign performing well across all platforms. Total visits to Tchibo Schweiz’s digital and physical stores increased by 74%. Diverse channels, including website banners, app teasers, and offline materials, ensured broad visibility and maximized the campaign’s reach.
Gamified Seasonal Campaign: “Easter Dropper Game”
For the Easter season, Tchibo Schweiz once again leveraged the success of its seasonal promotions by launching the interactive “Easter Dropper Game,” highlighting the efficiency of reusing proven strategies. This game mechanic, which had previously been successful, allowed Tchibo Schweiz to quickly replicate and adapt the concept for the Easter holiday. By doing so, Tchibo Schweiz maintained strong customer engagement while capitalizing on the festive spirit of Easter, using symbolic imagery like eggs and bunnies to create a fun and relatable experience for customers. This ability to reuse and adapt proven strategies enabled Tchibo Schweiz to drive both engagement and sales effectively. This time, Tchibo Schweiz adopted a multichannel approach that included their website and social media and, in contrast to previous campaigns, added their newsletter as a key promotional channel.
Players controlled a bunny with a basket in the game, attempting to catch falling eggs. If players caught 15 eggs without losing all three lives, they won a 10 CHF voucher, redeemable online and in physical stores on purchases of 60 CHF or more. Participants could sign up multiple times, and the challenge of catching as many eggs as possible without losing lives added a layer of intrinsic excitement that resonated with participants, leading to a 96% game completion rate. Players spent an average of 47 seconds engaging with the game, demonstrating their interest and commitment.
Tchibo Schweiz’s strategy remained consistent: to participate, users first had to sign up with their email address. Following this, they were required to complete a double opt-in email verification process to qualify for the grand raffle, where participants could win one of 25 vouchers worth 100 CHF. The “Easter Dropper Game” campaign generated 12.970 unique leads, of which 5.447 subscribed to Tchibo Schweiz’s newsletter. This resulted in an impressive NL DOI rate of 42%, reinforcing the campaign’s role in effective lead generation.
Looking Ahead: Tchibo Schweiz’s Future Gamification Marketing Strategy
Tchibo Schweiz remains committed to further enhancing customer engagement through Gamification, a core element of its marketing strategy. In the coming months, Tchibo Schweiz will conduct a comprehensive business review to plan upcoming events, including leveraging Gamification mechanics with the Tchibo Schweiz Card and celebrating the 100th anniversary of its subsidiary, Eduscho. While current initiatives focus on lead generation, digital engagement, and revenue growth, new campaigns will also be developed to strengthen customer loyalty through the Tchibo Schweiz Card.
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"We became more cost-efficient and the drag and drop Builder is just awesome!"
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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