Elevating Shopper Engagement Using Gamification
Objectives
Apsys’ renowned Beaugrenelle center in Paris marked its 10th-anniversary celebration with an inventive rewards campaign.
The objective was to commemorate the center’s remarkable 10th anniversary by delighting customers with surprise experiences and unique rewards. The center sought to grow its user database, increase loyalty member activity and engagement, drive visit frequency, and encourage customer spending.
Solution
The center implemented a gamified rewards system, featuring hidden balloons containing unique QR codes. Each QR code revealed a special gift associated with a particular scan. Brands contributed a diverse array of gifts including Champagne, gold-plated jewelry, vouchers, skincare, cinema tickets, tote bags, headphones, and much more! The center itself also offered shoppers the chance to earn bonus points and gift vouchers.
The campaign leveraged multiple third-party components and integrations, to enhance member satisfaction and promote customer engagement. Coniq’s comprehensive API suites effectively gathered and differentiated participant data, logging and verifying daily interactions while distinguishing between members and non-members.
The integration with Coniq was crucial in transmitting gift details and activating exclusive offers through automated emails. Those who received gifts could redeem them at guest services, where Coniq scanners streamlined the verification, redemption, and tracking of gift receipts.
Campaign
Shoppers were tasked with discovering and scanning hidden QR codes scattered throughout the venue. This action granted them access to unique gifts. To claim their gift, customers were required to input their email address.
Non-loyalty members were restricted to a single daily play, while loyalty program members enjoyed two daily plays, increasing their chances of securing even more rewards.
Thanks to Coniq’s integration, the team could monitor the number of gameplay per customer. The center could identify the gifts won, and ascertain whether they redeemed and utilized their gifts at the TIC. This not only supplied the center with precise data on shopper journeys but also enhanced its database with additional customer data.
Results
- In just two weeks, Beaugrenelle gained over 1,058 new loyalty program members (Double the regular amount for this period)
- The event was able to successfully reactivate inactive loyalty members, driving a 17% increase in active members compared to the entire month of September.
- The revenue earned during the 2-week event represents 3% of the total revenue earned by the loyalty program since it launched in 2019.
- The center also experienced a 341% increase in visits during October 2023 compared to October 2022
