Retailer's in-store kiosks allow customers to win their baskets for free
Shoppers at electronics retailer Media Markt could win back the money they had just spent on items by playing an in-store roulette platform. After paying for their goods at the tills, customers could take their receipt to one of the store’s iPad-embedded gamified kiosks for a chance to claim back their money.
Before playing the game shoppers had to enter their identification card into the machine and agree to join the Media Markt loyalty programme.
According to Luckycycle’s sales director, Nicolas Coppée, more than 60,000 customers participated in the games during the two-week campaign. “One of our core aims is to ensure customers have a fun experience when they shop with us,” said Christophe Bernard, CRM and research manager at Media Markt. “Luckycycle is something we can integrate into this strategy because it’s based on chance and brings a lot of pleasure. We originally used the promotional method online, which worked well, and that’s when we decided to run it in our physical stores.”
The initial online element of the campaign produced excellent results. There was a 25% increase in revenue, a 20% increase in basket size and the e-commerce site sold three times as many iPads as usual. On the back of this, the kiosks rolled out in 24 of Media Markt’s stores in Belgium. Media Markt, which has more than 750 stores in 14 countries, is the first retailer to take Luckycycle’s gamification technology offline.
“Rewarding customers across all channels is becoming increasingly important, and loyal shoppers need to feel valued. Retail is evolving from discounting – while voucher codes will remain popular, there is a desire to move away from relying on this method and boost sales by offering something fresh,” said Géraud de Borchgrave, managing director of Luckycycle, who created the kiosk. “Media Markt is seeing positive results by engaging with customers in a way they haven’t experienced before. Luckycycle is shaking up the world of retail promotions, and establishing itself as an essential tool.”
Published 2015 by GDR Creative Intelligence