Retail today is facing major challenges, starting with increased competition from e-commerce, which offers not only competitive prices but also undeniable convenience. But shops must also respond to the new demands of consumers, who now expect shopping experiences to be as personalised, interactive and seamless as they are online. Not to mention the challenge of building loyalty, as consumers become increasingly volatile.
Gamification offers retail and omnichannel brands effective solutions to these challenges. This marketing tool offers visitors a more engaging and memorable experience. Visitors can take part in competitions and other interactive activities via an interactive terminal, a tablet or by scanning a QR code.
In this article, we look at how gamification can transform physical points of sale into unique experiences. We’ll be sharing 5 original ideas and concrete examples of how you can make the most of this strategy and turn it into a lever for in-store conversion and loyalty.
Why hold in-store competitions?
Playable animations offer brands with physical shops (or corners in multi-brand outlets) a number of advantages:
Creating an unforgettable customer experience
Interactive animations captivate customers. They transform a simple in-store visit into a unique experience. That’s why they’re particularly effective in boosting shopper satisfaction and strengthening brand loyalty.
Increase customer engagement
Games extend the in-store experience, encouraging customers to interact with the brand, its products and its sales staff. The relationship with the brand is not limited to a transactional operation: it is more emotional and therefore better able to build consumer loyalty.
Boost in-store visits and sales
Competitions boost in-store traffic, particularly as part of a drive-to-store strategy. But they also encourage the creation of UGC content, which is then shared on social networks, boosting the store’s visibility. Animations can also guide customers towards more targeted products, or encourage them to make a purchase by distributing discount coupons.
Collect customer data the fun way
To take part in an in-store competition, visitors can fill in a data collection form, through which the brand can obtain opt-ins or product preferences.
Create synergy between physical and digital channels
Thanks to devices such as QR Codes or in-store applications, gamification helps build bridges between physical and digital sales channels. Brands can, for example, unify their inventories by enabling customers who haven’t found their item in-store to order it online. Sales staff can also more easily retrieve customer data from each visitor, enabling them to share more targeted recommendations based on their purchase history.
More and more brands are offering in-store competitions. Decathlon, for example, organizes in-store sports challenges to attract families and encourage them to try out new products. Sephora also offers in-store games to promote its product launches, and Galeries Lafayette is relying more and more on gamification to liven up its points of sale during marketing highlights.
5 ideas for in-store animations
In-store entertainment is a powerful lever for attracting, converting and retaining shoppers. What’s more, brands can tailor their gamification strategy to their business objectives and target audience. Depending on the latter, they can opt for different mechanics or a personalized distribution strategy.
Here are 5 ideas for in-store competitions.
1. An in-store competition to launch new products
For example, a retailer might organize a competition to draw customers into the store and focus their attention on a new product it has just launched.
The right mechanics: a Wheel of Fortune
Concept: Customers turn a virtual wheel on a digital terminal to try and win advantages linked to the new product (discounts, samples, complementary accessories or additional features, etc.).
Objective: Generate excitement around the launch (or even anticipation in the case of a teasing campaign) and encourage purchase.
2. In-store entertainment to celebrate the brand’s anniversary
A brand’s anniversary is also an excellent opportunity to consolidate its branding and strengthen its relationship with its customers. Brands can take advantage of this event to recall the highlights of their history, as well as their values.
The right mechanics: the interactive quiz
Concept: Customers answer fun questions about the brand or its products. The more correct the answers, the more exclusive rewards or points to be converted into vouchers.
Objective: Reinforce branding and brand loyalty while collecting opt-ins to enrich the CRM database.
3. build loyalty among in-store shoppers with a competition
Gamification can also be a loyalty-building tool, encouraging shoppers to return to the store and make new purchases. In this case, the competition will be reserved for the most loyal customers, or will be accessible post-purchase.
The right mechanics: a scratch game
Concept: Brand customers unlock access to a competition using their loyalty card or a QR code printed on their receipt. By scratching off the code, they can win exclusive gifts, discounts and goodies, or take part in a draw for an exceptional prize.
Objective: Boost brand retention by rewarding customers for their loyalty and purchases.
4. A contest to liven up the store during a marketing highlight
Marketing highlights (such as Christmas, Black Friday or Valentine’s Day) are perfect opportunities to attract and convert buyers. Brands can capitalize on the buying intent associated with these commercial holidays to generate more in-store sales.
The right mechanics: Instant Win
Concept: Customers scan QR codes scattered around the store to access mini-games (wheel of fortune or quiz) and win instant rewards (discounts, free gift-wrapping, etc.).
Objective: Generate in-store traffic and encourage shelf exploration to maximize sales.
5. Boost an in-store flash sale with an interactive animation
Finally, brands can boost in-store sales by gamifying a flash sale. Such a temporary operation creates FOMO (Fear of Missing Out) among shoppers, encouraging them to visit the store and make their purchase at a strategic time for the brand.
The right mechanics: a Jackpot
Concept: Customers throw a one-armed bandit at an interactive terminal or their smartphone (via a QR code). They discover a discount valid only for the duration of the flash sale (e.g. -10%, -20%, -50%, depending on their luck).
Objective: Maximize immediate conversions and encourage impulse purchases.
5 practical tips for a successful in-store competition
We end this guide to in-store gamification with the best practices for a successful competition:
1. Facilitate access to the animation (by installing interactive bones, providing tablets or displaying QR codes). Ensure that digital devices are working properly before launching the operation;
2. Communicate effectively by promoting the competition prior to the operation (on social networks, via the newsletter or with posters/poster displays at the entrance and in the aisles);
3. Focus on simplicity: offer a fluid, intuitive user experience (few steps before entering the game, easy-to-understand rules);
4. Offer attractive rewards that are relevant to the operation (such as discounts for flash sales or VIP experiences for loyalty-building purposes);
5. Ensure post-event follow-up (by measuring relevant KPIs) and collect opt-in to engage participants after the event.
Organizing in-store competitions is an excellent way to energize your physical points of sale and generate more purchases. With Socialshaker, you can easily create in-store events tailored to your audience and strategic objectives. Discover our playable formats and boost the appeal of your retail brand!
