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How to boost in-app purchases for your e-commerce brand

How to boost in-app purchases for your e-commerce brand

by | Apr 9, 2024 | Audience engagement, Conversion

In-app purchases has become a major trend among consumers. In fact, 74% say they use mobile applications with the intention of making a purchase. Mobile purchases also accounted for 44% of e-commerce revenues in 2023.

Therefore, creating your mobile application is a way of differentiating from your competitors and attracting an audience that buys via a smartphone. But this new acquisition and loyalty channel means that you need to adapt the shopping journey and offer a unique experience, different from the web and retail.

In this article, we present some practical advice and inspiring examples of how to boost your in-app sales.

SUMMARY

What is in-app purchasing?

As the name suggests, in-app purchases are transactions carried out via an e-commerce application In the early days of mobile technology, the majority of these transactions were purchases of :

  • features (such as new filters for a photo editing application);
  • or consumables in a mobile video game (such as extra lives or accessories to boost your avatar’s powers).

But with the ever-increasing use of mobile shopping, brands have started to develop their own shopping applications. In-app purchasing offers many advantages for e-commerce companies.

By encouraging consumers to download a dedicated application, they create a much closer relationship with their audience. But above all, it’s an excellent way of creating a much more immersive bubble. With a web browser, it’s much easier for customers to leave the shop, for example to compare the brand’s offer with that of competitors.

How in-app competitions can influence users’ purchasing behaviour

Whether in retail, on the web or in mobile marketing, gamification offers brands a range of tools for capturing the attention and retaining the loyalty of consumers. Brands that want to boost in-app purchases can use the mechanics specific to the world of games at every stage of the customer journey.

To boost app downloads and drive buyers to the app

The first challenge for brands looking to boost their in-app sales is simply to increase the number of downloads. This can be achieved through a number of different strategies. App-Store Optimization (or ASO), involves optimizing content so that the application is promoted on the dedicated shops (Play Store, App Store, etc.).

Also, brands can offer attractive benefits to their prospects or customers to encourage them to buy in app. For example, downloading the app will entitle them to a discount voucher on their purchase, a selection of exclusive products or lower delivery charges than on the e-commerce shop.

Marketing competitions are also a way of raising awareness of your application and encourage its audience to download it. A winning instant (such as a Wheel of fortune) can enable the brand to encourage its customers to make their first in-app purchase. The prize will take the form of a voucher that can be used on the app.

in-app marketing game

Building customer loyalty in app

Once the application has been downloaded, the next step is to encourage users to make their first in-app order. As we’ve seen, offering a discount after each new download, which can be used on the mobile purchase, is already a good conversion driver.

But the brand can target other relevant triggers to convince user. These might include the first product selected or a shopping basket abandonment.

For each of these pre-determined actions, the company can send an in-app message or SMS that redirects to a marketing game encouraging the customer to validate their order in exchange for benefits (discount, access to the VIP club, etc.)

Playable marketing is also effective in retaining new in-app buyers. It allows a game to be shared directly in the application’s purchase path, without any redirection. This is a crucial factor in boosting brand sales. In fact, a study shows that mobile users make 37% more purchases than other customers (e-commerce and retail).

Competitions with a purchase obligation or reserved for loyalty programme members are a good way of encouraging repeat orders. By activating the reward circuit, gamification mechanisms make shoppers want to continue consuming in order to reap new and ever more attractive benefits.

Tips and examples for boosting in-app purchases through gamification

We have seen that playable marketing is a strategy for increasing sales. To achieve its objectives, the brand can draw on the best practices of companies that have succeeded in optimise their mobile marketing.

Using transactional data to personalise the in-app shopping experience

As with any sales channel, personalisation is a key driver of conversion and loyalty for brands. They need to adapt their purchasing path from the behavioural and transactional data they have on their customers. With this information, they can make targeted recommendations, present more relevant content.

Supermarket giant Lidl has understood this well, and has integrated it into its in-app strategy. The Lidl Plus application enables the company to centralise customer purchasing data. Users can find their receipts, making it easier to monitor their budget. The brand is boosting its in-app purchases by offering discount coupons based on the consumption habits of each customer.

Lidl is going a step further by using this customer data to personalise the gaming experience. Based on in-store purchases, users can access tailored games and rewards. As a result, the application has over 5 million active users and records millions of games played every week.

Example-purchase-in-app

Offer games with an obligation to buy or accessible based on a volume of points

Playable marketing is a good way of building customer loyalty, whatever the channel used. With the aim of increasing its re-purchase rate, the brand can make its experiences accessible only to customers who have already made an in-app purchase. Or for the ones that have accumulated a certain number of loyalty points.

This is the strategy adopted by Coca Cola for its mobile application. To be eligible for attractive prizes (such as tickets to a football match), mobile customers must have accumulated 100 loyalty points.

The same goes for FuzzTea, which launched a competition with an obligation to buy. To take part, the brand’s customers had to enter the code shown on their receipt.

Conclusion

Gamification is an effective way of influencing consumer behaviour in a fun and subtle way. Your brand can use this lever to boost the number of downloads of its application and its volume of in-app sales. Find out how Adictiz can help you gamify your in-app journey.

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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Playable marketing: how to gamify and optimise the consumer buying proces

Playable marketing: how to gamify and optimise the consumer buying proces

by | Mar 26, 2024 | Audience engagement, Conversion, Conversion, Audience engagement

A brand that can maintain its profitability over the long term is a brand that knows how to engage its customers. Notably by optimising the customer buying process. Indeed, engagement (the depth, quality and frequency of interactions) is the indicator of commercial performance.

In fact, engagement boosts a brand’s visibility, converts prospects into customers and builds loyalty. Engaged customers are more likely to buy regularly from the same brand and to recommend it.

To activate the neurons and engage their customers effectively, brands can rely on Playable Marketing. By taking up the elements traditionally associated with games (points, competition, level progression), brands can optimise the purchasing journey and boost their revenue.

In this article, we explain how you can make the most of the advantages of playable marketing at every stage of your customer journey!

SUMMARY

What is playable marketing and what impact does it have on consumers’ buying process ?

Whether in education, healthcare or marketing, organisations are looking for tools to capture and maintain the attention. Gamifying the way they speak to their audiences is a relevant strategy for achieving this objective.

Why ? It’s all in our brains. During the discovery phase, when a consumer starts to become familiar with a brand, the elements borrowed from the game can, improve information retention.

Neuroscience has shown that gamification acts as a catalyst, which encourages the store of new data in long-term memory. We also know that our brains are likely to retain information when it is associated with positive experiences.

During the consideration phase, when consumers are comparing an offer with that of its competitors, gamification can be a a differentiating element. The fun aspect, as well as the opportunity to unlock rewards, strengthens customer commitment.

In fact, Gamification releases dopamine, a neurotransmitter that creates positive associations when we win something or achieve a goal. The feeling of happiness and satisfaction increases. We are therefore more motivated to buy from a brand that offers a gamified experience. Playable marketing is therefore a powerful loyalty-building lever.

By increasing the number of interactions, gamified campaigns enable comprehensive data to be collected. This information gives a detailed understanding of the needs, preferences and motivations. The brand can use this information to optimise the purchasing journey, improve customer experience and even perfect products.

Creating an engagement loop in the consumer buying process through gamification

One of the key mechanisms in gamification is the engagement loop. Users are motivated to carry out an action (e.g subscribing to a newsletter, buying a new product or leaving a review) because this action unlocks a reward. With each new action, customers can access even more interesting prizes. This strengthens their bond with the brand and their sense of belonging. Gamification also activates the reward circuit. Indeed, it makes customers prolong their interaction with the brand (by continuing to consume) to continue to reap the benefits.

The reward, but also the recognition offered by the brand (via a badge or access to a VIP club) becomes a motivating factor in itself. And the commitment loop starts all over again.

This is why Playable marketing is not just about converting new customers. More importantly, it builds loyalty among customers who have already bought from the brand and boosts their Lifetime Value. Brands that use gamification to optimise customer experience and their purchasing journey will see their incomes increase.

For example, with its gamified application Run Club, Nike has increased its customers’ sense of belonging. It encourages more frequent interactions and a higher re-pruchase rate. The same goes for Starbucks, whose loyalty program consists of accumulating points to move up to higher levels. This program has generated 40% of the company’s revenues and a 7% increase in sales in 2019.

Best practices for designing a gamified shopping experience for your customer buying process

Interactive marketing formats and the gamification of marketing content enable companies to optimise their purchasing journey. However, simply introducing game elements is not enough to move a prospect up the conversion funnel.

Here are the best practices to keep in mind to maximise conversions thanks to Playable marketing.

Getting to know your customers

The first step in designing a gamified experience is to understand your target audience. This knowledge is facilitated by gamification as a tool for data collection and enrichment. Brands can collect qualified data from forms or by asking their audience to choose their favorite product.

Using the data at its disposal, the company will be able to adapt its interactive animations. It’s also a good time to segment the data collected in order to personalise and boost the performance of its campaigns.

Setting clear objectives

The brand will then need to determine which stage of the purchasing journey it wishes to reinforce. It is more relevant and affordable to determine the strategic contact points where gamification will enable the company to boost its results.

Depending on which part of the conversion funnel is most problematic (awareness, consideration, purchase, loyalty), the company can determine which marketing games to offer and when.

Incorporate relevant game elements for each stage of the customer journey

When a brand adds gamified elements to its purchasing journey, it is crucial that they make sense in the context of the customer experience. For example, introducing a points and reward system is relevant in the post-purchase phase to build consumer loyalty.

On the other hand, interactive formats such as competitions and instant wins are effective at the moment of discovery and consideration. They will help to boost brand visibility and convert new prospects.

Enhancing the added value of gamified elements

The final step is to regularly evaluate the effectiveness of gamification of the purchasing journey. Tracking precise metrics (conversion, lead generation, retetention) will enable the company to optimise its shopping experience and achieve its objectives.

Conclusion

By following these best practices, you can create a gamified customer experience that is engaging for your customers and effective for your brand. We provide a complete catalogue of interactive formats to target buyers at every stage of your customer journey. Whether you want to engage your audience, convert prospects or build customer loyalty you’ll find a gamified animation to meet your needs!

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

Request a demo

How to create a loyalty program using playable marketing?

How to create a loyalty program using playable marketing?

by | Mar 21, 2024 | Activate data, Activate data, Build loyalty, Build loyalty

The French are big fans of loyalty programs. Across all sectors of activity they are 76% are members of such a program, it’s more than 40 million people.

Loyalty cards are nothing new. They have been used for many years to reward customers who buy regularly from a brand, in particular through a points system that unlocks exclusive benefits.

With loyalty programs becoming more and more widespread, it is becoming increasingly difficult for brands to stand out from the crowd. Especially as, in the current climate, it costs much less to retain a customer than to convert a prospect.

To boost your retention rate, you need to innovate and create a loyalty program that stands out from the crowd. Here’s our advice on how to create a loyalty program to boost your customers’ loyalty through more effective experiences and rewards.

SUMMARY

What do French consumers expect from a loyalty program?

Before optimising your loyalty program, it’s important to understand what consumers want from it.

The primary purpose of a loyalty program is to enable customers to make savings. This is especially true in times of inflation. According to a recent study by YouGov, 68% of French people join a loyalty scheme to benefit from financial discounts and 58% to receive rewards or gifts.

Right after financial benefits comes personalisation. Loyalty programs must propose personalised offers for 38% of French consumers. 18% also want the brand to offer them products than other consumers with similar profiles have bought.

Practicalities: the French are still attached to the physical loyalty card (for 37% of them). But the digital version is attracting more and more consumers (28%), not least because it allows them to track their accumulated points in real time.

The points program, is still the most popular (54%). It is closely followed by:

  • cashback (39%), which allows customers to obtain vouchers based on the value of their purchases,
  • and premium loyalty programs such as Amazon Prime (21%), which unlock exclusive benefits in exchange for a fixed fee.

How can you innovate to maximise the impact of your brand loyalty program?

For brands, an effective loyalty program has many advantages. From a business point of view it boosts in-store traffic and increases sales volume. From a performance point of view, it’s also a good way of increasing the customer referrals and strengthening the relationship they have with the brand.

But to achieve these objectives, it is crucial to adopt a more innovative approach to loyalty. Here are 4 innovation levers to explore to make your loyalty program more effective.

1. Gamify your loyalty program

An excellent way of making your customer retention program more attractive is to focus on interactivity and gamification. As such, loyalty already includes gamification mechanisms, such as the points system and moving up to higher levels.

But brands can go even further by making the process of joining, collecting points and unlocking rewards even more fun. Galeries Lafayette, for example, uses Playable Marketing to encourage their program customers to buy from the brand again.

Loyalty program members were asked to enter a code they received post-purchase (by e-mail) to access an exclusive game and try to win gift vouchers. In addition to maximising customer engagement, the gamified marketing campaign also achieved its commercial objectives. More than 2 codes were entered per participant, and as many purchases were made in shop using the loyalty card.

Loyalty program example

2. Offer experiential reward

As we have seen with playable marketing (and formats such as competitions), one of the best ways of boosting target engagement is to give them the chance to win an attractive prize.

Rather than just offering discount coupons and vouchers, brands can build customer loyalty by offering unique experiences. New consumers, particularly those in the GenZ, are keen to have exclusive opportunities to create a more human link with their favorite brands.

In a recent report by Antavo, 65% of brands that do not yet offer experiential rewards say they plan to do so in the next 3 years. This is the case, for example, of the Marriott hotel group. Its loyalty program enables customers to take part in exclusive events (culinary, sporting, etc.) in cities where the company has hotels.

3. Align your loyalty program with a social or environmental cause

Consumers also prefer brands that are committed to major causes. They are 90% prefer to buy from committed companies. To stand out from the crowd with an innovative loyalty program, they can align themselves with a specific cause.

It’s an ingenious way of raising the profile of your VIP program while encouraging customers to get involved in the cause. The TOMS brand has created the Passport Rewards program. It allows its customers to accumulate points for each purchase, recommendation or review. These points can then be used to obtain discounts, or to make a donation to a charity.

Consumers who choose the latter option will be able to track the impact of their donation on the application. It’s a simple feature, but one that allows you to strengthen the connection with the brand and the feeling of having done something good thanks to it.

4. Incorporating new technologies to improve your marketing of waiting times

New technologies are also effective tools for boosting the performance of loyalty programs. In particular, they make it possible to offer a better user experience, make it more fun for customers to wait for a new launch, and offer personalised rewards.

The main technologies to be used as part of a loyalty program include:

  • Mobile wallets make it easier to keep track of points accumulated and choose rewards. The advantage of a loyalty application is also that it makes the program more accessible and makes it an integral part of customers’ daily lives;
  • The machine learning. Companies can use AI to analyse the performance of their programs and the demographic and behavioral data of their customers. This information will then enable them to offer personalised prizes that are more likely to win the loyalty of their customers.
  • Segmentations tools can also enable companies to better understand their audience and offer them personalised rewards. They make it easier to collect data and then activate it, particularly via retargeting campaigns.

The key to an engaging loyalty program: test & learn

Regularly awarded as the best loyalty program, Starbucks Rewards is the perfect example of how companies can optimise their customer experience.

The coffee chain was one of the first to develop a mobile application reserved for its loyal customers. But the company is not resting on its laurels and continues to introduce innovative new features. For example, it offers new rewards, integrated games and committed campaigns (to promote reusable cups) to keep customers interested and enrich their experience.

So don’t be afraid to test new features and continually optimise your loyalty program to keep your audience engaged.

Adictiz can helps you design a more innovative loyalty program based on gamification. offer your most committed cusotmers a fun and interactive experience with our wide range of playable animations.

Watch the replay of our webinar on reenchanting your loyalty program.

webinar-mobile-loyalty-program

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

Request a demo

UGC (User Generated Content), definition, marketing trends

UGC (User Generated Content), definition, marketing trends

by | Mar 14, 2024 | Audience engagement, Engagement, Engagement, Audience engagement, Non classifié(e)

UGC (or User Generated Content) is not a new marketing trend in 2024. An increasing number of brands are in fact encouraging and reusing photos, videos and written testimonials shared by their customers to enrich their marketing strategy.

But like any popular strategy, it is crucial for brands wishing to use UGC to stand out from the crowd. If you’re already capitalising on this content to engage your audience this article will take you deeper into the subject of User Generated Content.

We take a look at the ways in which UGC can enrich your content marketing. You’ll find some advice on how to boost your UGC strategy, with a focus on gamification.

SUMMARY

What is UGC (User Generated Content)?

User-generated content (or UGC) refers to any form of content created by users or consumers rather than by brands or companies. This can range from images, videos, written testimonials to blog posts and much more.

The whole point of UGC is that, unlike content produced by companies, it offers an authentic representation of products or services offered. When a customer takes a photo wearing a piece of clothing or shares their opinion on a new beauty treatment, they are naturally doing so in an objective way. Their experience or testimonial is not perceived by other users as marketing content designed to encourage them to buy.

This is why consumers trust UGC more than brand publications to guide their decisions:

  • 85% of consumers say they turn to UGC-type content rather than branded content when making purchasing decisions.
  • What’s more, 62% of consumers are likely to buy a product if they can consult photos and videos of people buying the product.

The different objectives of UGC

As well as being an effective purchase driver, UGC (User Generated Content) encourages exchanges between the brand and its customers.

Brands that decide to integrate UGC into their content marketing strategy can use it as a lever to :

  • Gain subscribers and boost your visibility on social networks. Challenges launched by brands, photo and video competitions are an excellent way of growing your community and raising your profile. UGC allows companies to make themselves known to their customers’ friends and subscribers. And so naturally extend their visibility to audiences.
  • Increase buyer commitment, on social networks or on its online shop. Internet users spend 90% more time on a website that incorporates UGC content (on its product sheets, for example) than a site that does not. UGC acts as social proof that reassures them at the time of purchase. 
  • Collecting e-mails for reactivation. UGC campaigns can also form part of a customer data enrichment strategy. Simply launch a UGC competition offering value in exchange for an email address or answers to a survey. For example, participants can share photos of dishes cooked with products marketed by the company in exchange for a recipe ebook.
  • Stimulating repeat purchases and building customer loyalty. UGC is a powerful way of retaining customers. Once the order has been placed and the product received, brands can encourage users to share their opinion or a photo illustrating their experience. In exchange, they will receive discount coupons to trigger a new purchase or other benefits (VIP programme, etc.).
User-Generated-Content-example

How can you boost your UGC strategy?

UGC (User Generated Content) is therefore a good way of capitalising on the authenticity and creativity of your community to strengthen your content marketing strategy. But you still need to encourage your audience to share content that is relevant to your brand, and know how to use it wisely.

Here are 3 tips for optimising your UGC strategy :

1. Create a brand experience worth sharing

The first step in encouraging your audience to produce UGC is to create a brand experience that makes you want to be immortalised and re-shared on your networks. That’s what restaurants are doing by coming up with highly Instagrammable dishes that customers will immediately want to take a photo of and post on their social media.

Unboxing, for example, can be a crucial part of the customer experience. Beautiful packaging naturally encourages consumers to create and distribute UGC. The use of the product or service itself can also be an excellent way of encouraging users to produce content.

For example, a beauty products brand can share with its customers (via a series of post-purchase emails) a routine to follow. Customers will be able to film themselves using the treatment or share a before-and-after picture. The UGC will then serve as social proof and will boost sales of the item.

2. Encourage or guide the creativity of your community with a competition

Gamification is a highly effective way of encouraging customers to generate UGC. For brands, it’s also a good technique for guiding the type of content they want their audience to share. The instructions of a marketing contest will, for example, provide information about the format or the benefits of the product to be promoted.

Calvin Klein, for example, has relied on UGC to democratise its brand image, perceived as too luxurious (and therefore inaccessible) by young consumers. CK created a landing page highlighting the campaign and actively encouraging users to share their publications under the hashtag #MyCalvins.

The emphasis was on the IRL (i.e. authentic) side of the content to break down the brand’s overly upmarket image. In 2024 , the hashtag #mycalvins had over 410 million views on TikTok! This UGC competition, whose main reward was to be shared on CK’s networks, enabled the company to boost its profile among GenZ.

3. Interacting with and rewarding brand ambassadors

As the CK example clearly shows, the main reward sought by users who share UGC is not necessarily a prize. This type of interaction is more a way for consumers to create a link with their favourite brands. What they generally expect in return is recognition and privileged exchanges with the company.

The key to a viral UGC campaign is to interact as much as possible with your brand ambassadors. Obviously, this means reposting photos and videos shared by your community in stories or directly on your account. But it also means commenting on these publications, thanking them for their support and encouraging their creativity.

The most original UGC can be included in the brand’s content strategy (with the agreement of their creators, of course). They can also give access to exclusive benefits (meeting the founders, access to the ambassador programme, etc.).

This approach not only makes it possible to gamify a UGC campaign by creating healthy competition between its customers. Above all, it increases audience loyalty by strengthening the emotional connection between the brand and its consumers.

Conclusion

UGC (User Generated Content) is marketing content that is as engaging as it is effective in triggering the act of buying. To encourage customers to share authentic content, gamification remains one of the most effective levers. Discover our interactive animations to boost your UGC strategy and improve your brand image!

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

Request a demo

Culture and leisure sector: how can we improve the customer experience?

Culture and leisure sector: how can we improve the customer experience?

by | Mar 5, 2024 | Animation, Captivate the audience

Culture is a crucial sector in France, because it helps to preserve the historical heritage and put the country on the international map. But it is also a sector that has suffered from the pandemic.

Marketing gamification is an effective lever in order to revitalise cultural venues and experiences, but also to improve visitors’ experience. Integrating game mechanisms into areas such as leisure, culture and tourism can make customers’ experiences more fun, interactive and memorable.

Thanks to interactive marketing experiences, visitors to a cultural venue are no longer just passive spectators: they are immersed in the history of a place or cultural movement, right from the moment they get in line. They are captivated by the world they are discovering, but they are likely to retain the information that is being passed on.

In this article, we’ll be looking at the ways in which gamification can be a solution to discover a heritage site or museum. We’ll explain how you can use gamification to stand out from the crowd. You’ll also be able to improve customer experience at your venue or cultural event.

How can gamification improve our experience of culture?

Gamification, i.e. the integration of game mechanisms into an experience is not a new phenomenon. It is widely used in marketing, but also in education and vocational training.

It’s also a trend among cultural institutions. They visitors have the chance to rediscover a place or a piece of history through gamified experiences (challenges, competitions, treasure hunts).

The aim is to use these entertaining mechanics for more than fun. There, the aim is to educate visitors, promote a cultural heritage and improve the experience by making the visit attractive (for younger visitors or those waiting in line).

As we have seen in the marketing sector, gamification is an interesting tool at every stage of the customer experience. It’s a great way of capturing consumers’ attention. But also to boost engagement by multiplying the opportunities to interact with the brand.

Interactivity can be a powerful pre- and post-visit strategy. For example, it can be used to prepare for the visit (by sharing information that the visitor will need afterwards). Once the experience is over, gamification becomes a loyalty-building lever, using the data collected during or before the visit. Then, the data can be used to propose similar offers to visitors.

Improving the customer experience in culture: 3 use cases for gamification

In a nutshell, gamification is a way of improving the customer experience in the culture by:

  • Creating a real buzz around an experience or event (particularly online).
  • Making a museum visit fun and memorable.
  • Enabling consumers to reappropriate cultural content.
  • Multiplying interactions between visitors to federate communities around a cultural institution.

Whether it’s an interactive game, a treasure hunt, an augmented reality digital tour or a photo competition, operators have no shortage of ways to gamify and improve customer experience.

Here are 4 use cases to inspire you:

Wait marketing before a visit or cultural event

Wait marketing is based on the use of digital tools to animate an audience before the launch of a product or in the queue at an event. It is  used in certain sectors where consumers have to wait in a waiting room (particularly in the medical world).

The aim is to optimise the user experience and to make the most of customers’ waiting time. This time can be used to display information prior to a visit. But above all, wait marketing can transform this tedious moment into a pleasant and entertaining one.

Before the event begins, the cultural institution can broadcast a quiz on a large screen. It’s a great way to keep visitors waiting while testing their knowledge and skills by teasing out what would happen next.

For the Paris-Roubaix race, the Haut de France region set up an Outrun game to immerse participants in the sporting event. The campaign engaged the public and recruited leads with an entry form for a competition involving attractive prizes (goodies, etc.)

Example: improving the customer experience

Geocaching: turning a walk into a treasure hunt

Geocaching is a practice that combines treasure hunting with new technologies. It offers an entertaining way to explore a territory or cultural site.

Using a smartphone and a series of clues, participants have to find ‘geocaches’ hidden along a footpath, a neighbourhood or a town. This game is a way of enhancing the value of your location, revealing little-known or forgotten sites, and improve the customer experience.

In the tourism sector, geocaching allows travellers to collect points for the monuments they visit, or for sites observed. The more points they have, the more rewards they receive. It’s a way of encouraging them to return or share their experience with friends and family.

Interactive tours to attract young visitors to the museum

Interactive tours can be experienced physically and online. In addition to a guide, visitors interact with a digital device through which they take part in a game.

The Royal Museum of Mariemont in Belgium has set up a video game called ‘The Ferryman’. Designed for the yougest, this game showcased the museum’s Egyptian collection. Children had to find hidden objects, solve riddles and complete levels. This format was ideal for introducing them to Egyptian mythology in an entertaining way.

Outside museums, digital walks also combine education and fun. Mobile applications can enable visitors to take part in quizzes to find out all they need to know. The use of QR codes will also make it easier to display these animations in key places. It’s an excellent way to visit and to remember important information more easily.

Conclusion

Gamification and wait marketing are two powerful levers for improving customer experience in the culture and leisure sector. They enable to engage an audience at every stage, from discovery to loyalty. To make your cultural venue more attractive, don’t hesitate to use our interactive game mechanics!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo