5 ideas for improving customer relations with a marketing game

by Agnes Constant | Oct 22, 2024 | Activate data, Activate data, Build loyalty, Build loyalty

Improving your company’s relationship with prospects and customers is absolutely essential if you are to achieve your commercial objectives. In fact, customer relations have a considerable impact on consumer engagement and brand loyalty, as well as encouraging them to recommend the brand to friends and family.

Optimising customer relations requires careful attention at every stage of the sales funnel. From discovery to conversion, not forgetting retention, brands need to multiply the points of contact with consumers and provide them with an impeccable service.

Gamification is an excellent way for brands to strengthen their relationship with their audience. By offering interactive, playable activities, they can give their customers a voice, promote their opinions and reward their interactions with personalized prizes.

In this article we invite you to discover 10 ideas for marketing games to improve customer relations. At each stage of your customer journey, you’ll find examples of effective animations that will increase buyers’ interest and boost their attachment to your brand.

SUMMARY

1. Discover the brand universe through immersive marketing games
2. Enhance the shopping experience with marketing games
3. Onboarding new customers with a marketing game
4. Collect preferences and feedback to improve customer relations
5. Reward the loyalty of your best customers with a gamified program

1. Discover the brand universe through immersive marketing games

The customer relationship begins even before a person has made their first purchase from a brand. This is known as the discovery phase, during which the challenge for companies is to strengthen their branding. Consumers want to know more about the brand, its offering and the values it stands for.

At this stage of the customer journey, the company can allow prospects to discover its world by offering immersive marketing games. Trivia, for example, will enable consumers to find out more about the company’s history or become familiar with its product.

But other techniques can be used to make this discovery phase more interactive. The Puzzle or Word Scramble can be used to get participants to guess the company’s differentiating features, such as its commitment to solidarity or the innovative features offered by its products.

To encourage consumers to take an interest in the brand and its catalogue, the company can offer participants rewards. Vouchers or gifts will have the main advantage of encouraging prospects to extend their relationship with the brand and move up the sales funnel.

2. Enhance the shopping experience with marketing games

Marketing competitions can also consolidate customer relations at the time of the first purchase. At this stage of the customer journey, the key is to be able to recommend a selection of personalised products, thereby enhancing the shopping experience.

Brands can, for example, offer a personality test at the start of the purchasing process on their e-commerce site (or via an interactive game terminal in shop). By answering a series of questions, consumers can tell the company what their main interests or needs are. The company can then use this data to suggest items that match their expectations (or even offer them a discount voucher on a personalised selection of products).

Other interactive activities, all geared towards customer knowledge and collection of product preferences, can also be used at this stage in the relationship between buyer and brand. The Gift finder is particularly interesting during peak marketing periods for gift buying (Valentine’s Day, Mother’s Day, Christmas, etc.).

The Customizer is also an excellent marketing game idea to make the shopping experience more personalised. Shoppers can personalise their product (by changing the color, for example) and walk away with a unique item.

3. Onboarding new customers with a marketing game

The onboarding phase is also crucial to improve customer relations. This is particularly the case for companies offering a service (or a digital product such as software, for example).

Retail chains are also sensitive to the issue of onboarding, as their customers are encouraged to create a personal account (via a dedicated application) to manage their purchases and loyalty program. The same goes for the banking sector, which offers a similar customer experience.

A marketing game such as Treasure Hunt can be proposed to simplify the creation of a customer account. The company can also improve the demonstration of its product or service to give users all the keys to the best way of using it.

But whatever the sector of activity, onboarding can also take place when people sign up to a brand newsletter. To reward new subscribers, and encourage them to become active customers, the company can incorporate an instant win into its e-mail address collection form. By launching a Wheel of Fortune or playing the Pinata game, new subscribers can win a promotional code, valid only on their first purchase (and for a limited time, which will boost the conversion rate of this marketing game).

pinata game customer example adictiz delsey

4. Collect preferences and feedback to improve customer relations

Good customer relations also mean knowing your audience. Companies need to collect data on their audiences so that they can personalise their experience with the brand and offer them content that is better adapted to their expectations and needs.

Interactive mechanisms such as Polls, Quizzes and even Battles are highly effective for collecting feedback on the shopping experience itself or on the products marketed by brands. The latter can then use this to personalise future campaigns (emailing, for example).

But it can also use this feedback to make the e-commerce and in-store customer journey smoother. For example, an interactive survey shared on-site or by email once the order has been validated can identify any areas of friction that need to be improved (checkout taking too long, lack of information on delivery arrangements, etc.).

Generally speaking, consumers will be sensitive to the attention the brand pays to them and its desire to boost their satisfaction. But it may also be a good idea to reward this sharing of feedback by offering rewards (extra loyalty points, discounts) to customers who play along.

5. Reward your best customers with a loyalty program

Which brings us to the final stage of the customer relationship. Loyalty is a crucial issue fro brands. It is more profitable to retain existing customers (and encourage them to buy again) than to convert new prospects.

The main way for companies to prolong their customer relationship as long as possible (and thus boost the lifetime value of each buyer – or BLV) is to reward loyalty. To do this, they can create a gamified VIP program, offering marketing games exclusively reserved for their best customers. Each interactive activity (such as an instant win or a puzzle game like Memory) will earn new points and unique rewards.

Companies can also gamify their affiliation program to turn their customers into brand ambassadors. By creating a competition between each of them, the brand can encourage them to talk about its products or services around them in order to convert new customers. The best ambassadors will be able to unlock exclusives prizes or benefits (such as invitations to brand events, visits to the company’s premises, etc.).

Conclusion

Playable Marketing is an excellent way of improving customer relations. By offering animations at every stage of your sales funnel, you can create a unique bond with your audience, get to know them better and offer them a unique and personalised shopping experience. Multiply the points of contact with your customers thanks to our interactive marketing games !

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

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How to create a loyalty program using playable marketing?

by Audrey Edart | 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?
How can you innovate to maximise the impact of your brand loyalty program?
The key to an engaging loyalty program: test & learn

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.

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.

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

Request a demo

How can retargeting be used to boost sales?

by Audrey Edart | Nov 2, 2023 | Activate data, Targeting

Retargeting is a powerful marketing strategy that can help brands boost conversions and increase sales. The principle is simple: it involves multiplying the points of contact with visitors who have already shown an interest in a brand or its product but have not yet purchased it. Or to encourage customers to buy the brand’s other products again.

But how do you target qualified prospects and what type of content should be used to encourage them to take action? In this guide dedicated to retargeting, we will explain how this marketing lever works and its effects on sales.

Summary

What is retargeting and how does it work?
The benefits of retargeting
How can you use your marketing segmentation to boost retargeting results?
Re-targeting prospects with automated email campaigns

What is retargeting and how does it work?

Retargeting marketing is a form of virtual advertising that involves targeting prospects or customers who are already interested in a company and its offering.

By using cookies to track the preferences of visitors to a website, or by using first-party data collected by the company (for example via a form used to participate in a previous loyalty campaign), the company can segment its audience.

This marketing segmentation will enable it to create highly personalised advertising media that correspond precisely to the interests and expectations of the brand’s prospects.

Let’s take an example: a web user has consulted a specific product sheet on an online shop. He even went so far as to add the item to his shopping basket, but did not complete his purchase. Retargeting will consiste of display advertising banners for this product (or other similar articles) on other websites visited by the prospect. The company can also use email retargeting (offering benefits such as discount if the customer completes the purchase within 24 hours).

Taken together, these strategies enable the brand to increase the chances of the prospect coming back on its e-commerce site and finalise their purchase. To achieve its objective, it must not only re-expose the customer to the product or offer that interested them. But they also need to adapt their advertising media to move them along the conversion tunnel.

The benefits of retargeting

No matter how popular a company and its products are, the majority of consumers who visit its website will leave without signing up for the newsletter or buying a product.

That’s why it’s crucial to multiply the points of contact with prospects in order to create reassurance and desirability. Little by little, they will progress through the sales funnel until they actually buy (or even buy again from the same company).

Better conversion rates thanks to effective activation of consumer data

Retargeting is therefore one the most effective advertising techniques in terms of conversion. In fact, it involves directing efforts toward users who have already shown an interest in the brand (also known as qualified propects). Unlike other techniques of inbound marketing, companies don’t make contact with consumers at random, with no guarantee of generating a sale.

Retargeting also works because it is based on a much more detailed knowledge of its audience. Brands can refine their strategy even further by using segmentation. For example, they could focus their retargeting on a specific marketing segment, such as visitors who have abandoned their shopping basket in the last 30 days, or those who have subscribed to their newsletter but have not yet completed a purchase.

Increased customer retention and loyalty

By creating advertising tailored to the interests and needs of their audience, companies can also create a more attractive advertising experience because it is personalised. Re-targeting marketing is therefore not just a conversion tool, it is also a lever for retaining existing customers and building loyalty.

Easier to monitor and measure the success of marketing campaigns

Finally, retargeting marketing offers companies the opportunity to track and measure performance of their marketing campaigns. By tracking the behaviour of visitors to their website and using these informations to create targeted advertising, brands can more easily monitor and measure the succes of their retargeting campaigns.

In effect, retargeting work by placing a tracking pixel or cookie on its website in order to track visitor behaviour. The implementation of a retargeting strategy therefore offers a better understanding of the experience that users have of an online shop. Companies can analyse their click-through rates, conversion rates and cost per acquisition in order to improve their UX, as well as the effectiveness of their campaigns.

In addition, retargeting platforms often offer analysis tools and generate detailed reports.
L’ensemble de ces données permettent aux entreprises d’avoir un aperçu de leur audience et de l’efficacité de leur stratégie.
Cela peut inclure des informations telles que la segmentation de l’audience, mais aussi de la data sur les appareils utilisés (desktop ou mobiles) et la localisation des visiteurs.

How can you use your marketing segmentation to boost retargeting results?

The key to the success of a retargeting campaign lies in the quality of the data collected and the way it is used to create customer segments.

Rather than targeting everyone who has visited its website, a company should use segmentation to target specific audiences. This can include targeting people who have viewed a specific item or product category, abandoned a basket or made a purchase in the last X months.

But brands can go even further than simply basing their segmentation on the tracking of visitors to their site. They can base their retargeting campaigns on data shared directly with them by their audience, as part of a competition for example, or by filling in a form to take part in a gamified marketing game .

This data is known as first-party data , are all the more valuable for retargeting as they come from consumers themselves. They are also more precise, giving us a much deeper understanding of their consumer habits, buying preferences and expectations.

First-party data will not only enable us to better segment our customer base (and therefore boost the effectiveness of their retargeting). But they can even enable companies to find other potential customers interested in their products. They will feed what are known as lookalike customer bases (or similar audiences) that have similar characteristics/behaviours to their qualified prospects. And who therefore have the same conversion potential.

Re-targeting prospects with automated email campaigns

The whole point of retargeting marketing is to be able to automate campaigns without sacrificing their quality or effectiveness.

A retargeting platform like Adictiz, for example, allows you to send personalised messages (special offers on relevant products, recommendations, etc.) to its audience based on their behaviour in previous campaigns. This strategy is a much more powerful approach to optimising prospect engagement and maximising marketing results.

Get started with retargeting marketing and boost your conversion rates with our segmentation and retargeting tool !

How to improve customer relations through gamification

by Agnes Constant | Jun 28, 2023 | Activate data, Build loyalty

In marketing, gamification and interactivity are powerful tools for improving customer relations. They offer the opportunity to liven up marketing communications in an original way, with the aim of engaging customers and building loyalty.

By integrating gamification into the customer loyalty process, it is also possible to collect valuable proprietary data, which will enable communications to be targeted more effectively throughout the customer’s life.

Let’s find out together how gamification can improve customer relations!

Getting the customer relationship off to a good start

It all starts with the registration or first purchase, when the prospect commits to a brand, a product or a solution. This is a pivotal moment when it’s essential to stand out from the crowd. After all, there are always cheaper alternatives available. The efforts made to acquire new customers must not be in vain, because it is more difficult and costly to recruit new users than to retain those already acquired. That’s where gamification comes in!

Making an impression

The first challenge is to stand out from the crowd by leaving an imprint on the minds of the people with whom you are trying to make authentic contact. When concepts are approached in a playful way, they are not only understood, but also observed, experienced and felt emotionally. This encourages better retention of knowledge and stronger long-term memory.

To achieve this, there’s nothing like providing pleasure. For example, when a new customer registers, they can be invited, via an initial e-mail, to take part in a 100% winning operation simply by following a link. This operation can also be offered in the form of a flyer (with a QR code) included in the first parcel received.

As well as giving customers pleasure, this process increases conversionIt is important to offer rewards that are attractive and relevant to the target audience, such as branded products, exclusive experiences or meaningful promotional codes. It is important to offer rewards that are attractive and relevant to the target audience, such as branded products, exclusive experiences or meaningful promotional codes.

For example, the Cyrillus brand wanted to boost additional sales on its e-commerce site and in its shops before the arrival of spring. Thanks to a game, the brand’s conversion rate increased by 25%* for online purchases made by participants.

*Source : Adictiz

Collect preferences

Improving customer relations is not just about one-way communication (brand to customer). It also contributes to the company’s dvelopment. To acheive this, this makes sense to capitalise on data, in particular propietary data or zero party data. Il s’agit de données fournies volontairement par les utilisateurs à l’entreprise. Ce sont des données précises et fiables.

This is where interactivity and gamification come into play. By offering games or fun interactive activities, you can capture customers’ attention. They are then promised rewards for taking part. Players or participants can then choose whether or not to continue and provide feedback.

Data collection can take different forms depending on the brand’s objectives: product preferences, interest in certain services, demographic data, etc. This data can easily be collected via surveys, personality tests or even wish lists (the digital version of Santa’s list).

By collecting this data on a regular basis, brands can communicate in a relevant way with their customers throughout the year, taking into account their profile, preferences and desires. Activating the data collected is a powerful process that brands put in place on a regular basis. They capitalise on past actions to propose more relevant future actions and so improve their return on investment.

Improve customer relations

But how do you improve a solid customer relationship once it has been established? The aim is to maintain interest over the long term, strengthen ties with existing customers and successfully win back former customers.

To achieve this, there’s no secret: it’s all about the little touches. Once again, gamification and interactivity come into their own in this context. These marketing tools can be adapted to different targets and objectives. Thanks to scenarios offering infinite possibilities, it is always possible to surprise and even win back lost customers. Let’s find out how gamification can be used to maintain customer relationships.

Communicating the brand in a relevant way

Good customer relations require personalised messages, thanks to precise audience segmentation. By understanding the needs and preferences of customers following a number of marketing operations, it is possible to make communications more relevant. How? By anticipating and responding to customer expectations.

For example, when launching a new product, it’s worth opting for interactivity. You can offer an immersive experience highlighting the product and giving people the chance to win it. If this communication is carried out as a preview, it creates a positive feeling of exclusivity for the brand.

It is also possible to place a customer at the heart of the marketing strategy by asking for their opinion on a future product. This can be done through a survey, for example. This feeling of belonging creates familiarity and arouses positive emotions in the user, who reacts as soon as he thinks of the brand.

Conveying a sense of exclusivity

Exclusivity creates a feeling of privilege that generates positive emotions in customers. Choosing a solid relationship and betting on its durability means above all choosing to please your customers.

For example, it is possible to automatically program e-mail campaigns for customers on the occasion of their birthday. In this way, they can win gifts or discount vouchers thanks to an interactive animation.

Abandoned shopping baskets are also a crucial moment when customers can be ‘reactivated’ by a targeted operation designed to remove their disincentives to purchase, for example by sending them a promotional code.

Live shopping is also an interesting way of inviting the most loyal customers to a live shopping session with gamified activities.

Conclusion

Gamification is an effective way of enriching customer relations. Stand out from the crowd by leaving a lasting impression on your customers. Offer them pleasant and captivating experiences that strengthen their loyalty. Finally, use the data collected to offer your customers an interactive experience that is ever more personalised and effective.

How can gamification be used to improve customer relations?

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Harness the potential of your data with segmentation

by Audrey Edart | Jun 19, 2023 | Activate data, Targeting

In an increasingly data-driven world, understanding and exploiting the potential of your collected data is essential to achieving your marketing objectives. Segmentation is one of the keys to achieving this. By fully understanding the importance of marketing segmentation and applying it on a daily basis, you will be able to maximise the performance of your gamification campaigns.

In this article, we’ll explore the different facets of segmentation and its practical application in marketing. We’ll guide you through the use of our new Segment functionality, which will enable you to guide your prospects along an ideal patch to purchase or engagement.

Get ready to explore the incredible opportunities that segmentation can offer you.

SUMMARY

Understanding the importance of marketing segmentation
Segment, a game-changing feature for gamified campaigns
Case study: Improve engagement and brand recall on your campaigns
Discover other case studies in our webinar

Understanding the importance of marketing segmentation

Marketing segmentation involves dividing your audience into homogeneous groups. These groups, known as segments, are formed on the basis of common characteristics such as:

preferences
behaviours
needs

The main aim of segmentation is to enable targeted and personalised communication. By sending specific messages to each segment.

Segmentation, ideal for boosting engagement and conversion

By segmenting an audience, you can send personalised messages that correspond to the expectations and specific needs of each group. It is then possible to create marketing campaigns tailored to each segment. Using a language, tone, offers and content that resonate with them.

” 91% of consumers are more likely to buy from brands that recognise them, remember them and offer relevant offers and recommendations “.

By sending personalised offers and content that meet the expectations of each segment, you considerably increase the likelihood of engagement and conversion. Customers tend to be more receptive to relevant messages addressed directly to them, because they feel understood.

This practice genuinely improves the perceived relevance of messages. The result is an environment that is suitable to converting prospects into loyal customers.

Improving relations with prospects and customers

Strengthening the relationship with your customers and prospects is essential. Send personalised messages that take account of individual preferences. You’ll show your audience that you understand them and care about their specific needs. This fosters a feeling of closeness and trust. This can lead to increased customer loyalty and improved overall satisfaction.

Gaining a better understanding of the target audience

Marketing segmentation gives you a valuable opportunity to gain in-depth knowledge of your target audience. By analysing data relating to gamification campaigns, preferences and purchasing behaviour, you can gain valuable insights into your target audience.

These insights help you to refine your marketing strategy by better understanding the needs and expectations of each group. This means you can adjust your offer, communication channels, positioning and tactics to maximise the impact of your campaigns This in-depth knowledge of your target audience also enables you to identify new opportunities for growth, innovate and keep pace with market developments.

You are now familiar with segmentation in the strictest sense of the term. Now we can go even further in optimising your engagement and conversion objectives around your audience. With the new Segment functionality on the Adictiz Box platform.

Did you know? “55% of marketers believe that they do not have enough customer data to implement effective personalisation”

Segment, a game-changing feature for gamified campaigns

In our last online event on the quest for qualified leads, we gave you all the tips you need to collect data effectively in a gamification context. This is the first step in implementing your segmentation strategy. Without data, targeting is impossible.

Segment is a new and truly innovative feature on Adictiz. It allows you to create segments in your database. Collected via your various game campaigns, directly on the Adictiz platform.

Why is this interesting?

As an Adictiz customer, you can use the Segment function to:

send specific messages to homogeneous groups of contacts
being more responsive during or after the campaign to generate more engagement and conversions
export segment data without handling global exports to feed your CRM
improve relations with your customers and prospects
get to know your audience better

Segment the data collected by your campaigns

In this example, let’s assume that your last Adictiz lead generation campaign is coming to an end. it’s a simple campaign consisting of a form (for data collection) and an instant win, Click & Win . The game is very simple: all you have to do is click to discover the prize, which is distributed at random. Win or lose, the result is quickly revealed at the end of the game. At the end of your campaign, you have collected 10,000 subscribers, 45% of whom are opt-in (subscribers to your newsletter).

Our new functionality allows you to create up to 10 segments, based on more than 30 demographic and behavioural criteria:

age
sex
localisation
job
social profile
point of sale
actions carried out on your campaign (like on a product, a visit to a specific page, etc.)
specific informations extracted form a form

For example, you could create a segment of male contacts who have accepted the newsletter but not yet won a prize when they take part in your Click & Win instant win.

The flexibility of the segmentation criteria means you can tailor your segments to your target audience and campaign objectives.

The data collected will depend on the path taken and its objective. Lead generation, product preferences, CRM database animation/qualification or traffic/sales generation. At Adictiz, we offer more than twenty pre-built campaigns to help you create your own sel-service campaigns.

A tool to improve responsiveness and performance

With the addition of the Segment functionality, Adictiz has been transformed into a complete platform for seamlessly collecting and activating data. You no longer need to juggle between our gamification tool and your CRM to ensure effective communication. Everything is integrated and centralised within our platform, simplifying your marketing operations. Of course, it’s also possible to export segment data without handling the overall export, so you can feed your CRM with pre-segmented data.

This complete integration means you can increase the efficiency and consistency of your marketing efforts. With all the tools you need at your fingertips, you can boost the performance of your campaigns. These include the recall of your products and services, engagement and loyalty rates, the number of accounts created and additional revenue.

“Consumers are looking for personalised marketing messages, with 72% saying they are only interested in content related to their specific interests.”

Greater relevance for your activations

Your campaign is underway or coming to an end, and your database is full of valuable information. You’ve segmented your audience strategically. Now it’s time for the crucial step: sending the most relevant messages to your segments based on their behaviour in your campaigns.

With the Adictiz e-mailing tool, you have a powerful feature at your disposal that allows you to create dedicated e-mails for each of your segments. This personalised approach allows you to optimise the relevance of your messages and significantly improve audience engagement.

“Customer fully connected to your brand are 52% more valuable than satisfied customers, while emotionally connected customers are 306% more valuable“.

This tools offers total flexibility for personalising the content of your e-mails according to the interests, preferences and specific actions of each segment. You can use dynamic variables to insert personalised elements. Such as the recipient’s name, product recommendations based on their purchase history or special offers based on their past interactions.

By using this targeted approach, you can provide each segment with information that really interests them. This will pique their interest and increase the chances of conversion. You can also put in place calls to action tailored to each segment, incitating them to engage more with your brand.

You have all the resources you need to create personalised, relevant e-mails. That capture your audience’s attention and encourage greater engagement. By personalising the content of your e-mails according to the behaviour of your segments, you increase the chances of conversion and build lasting relationships with your audience.

Case study: improve engagement and brand recall on your campaigns

Here’s a concrete example that illustrates the power of our new tool, Segment, in your objective to engage and memorise your brand with your audience.

Let’s say you choose to set up a campaign based on a score-based mechanics with an Outrun, a Glutton, a Megajump or a Tiny Wings.

Why opt for this approach? Quite simply because this type of mechanic encourages time spent with your band. The objective is simple: achieve the best score to win. This competition encourages users to replay and extend their playing time. This gives your brand greater visibility.

By offering a score-based mechanic, you create an interactive and addictive experience for your audience. Users will come back to improve their score and go beyond their own limits. This dynamic gameplay helps to create an emotional connection with your brand, making it even more memorable.

Following your campaign, you decide to create 3 segments:

Segment 1 : All users with a score <100 points who have not completed the route

For this audience, you can choose to send en email the next day (D+1). The goal is to encourage them to return and play again to complete the journey and try to achieve a better score.

You can motivate them by highlighting the rewards or benefits they could earn by improving their score.

This personalized communication will encourage these users to engage more with your brand and extent their gaming experience.

Segment 2 : All users with a score <100 points who have completed the journey.

For this audience, you also choose to send an email the next day (D+1). However, this time, the focus is on engaging them to return, play again, and score more points to increase their chances of participating in a raffle or lottery.

You can highlight the attractive rewards or prizes that can be won. By offering this additional opportunity, you boost user engagement and excitement. They will aim to improve their score to increase their chance of winning.

Segment 3 : All users with a score greater than >101 points who have completed the journey and played more than once.

For this audience of high-performing players, you choose to send a thank-you email the following day (D+1). Congratulate them for being among the best players of the campaign. Take this opportunity to invite them to participate in a new exclusive gamification campaign.

By creating an experience reserved for this specific audience, you reinforce their sense of belonging to your brand. You also provide them with a unique opportunity to continue interacting with you.

Highlight the exclusive benefits or special rewards they could receive by participating in this new campaign.

By tailoring your messages and specifically targeting each segment based on their performance and engagement, you maximize the impact of your communication. Personalizing content and offers helps strengthen the relationship between your brand and your audience, thereby fostering better engagement and lasting brand recall.

Discover 5 other exclusive use cases in our webinar “From Lead to Client: Rediscover the Power of Marketing Segmentation“.

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How to improve customer loyalty through gamification

by Audrey Edart | May 9, 2023 | Activate data, Build loyalty

Building customer loyalty is a major challenge for companies in all sectors. Retaining customers is often more profitable than acquiring new ones. If you’re concerned about contacting your customers and reactivating them, you’ve come to the right place! Let us show you our tips for improving customer loyalty. Mobilise the right tools, offer a memorable experience with gamification and measure customer satisfaction to not only retain your customers, but grow them too.

SUMMARY

Why build customer loyalty?
Loyalty tools
Delivering a memorable interactive experience
Measuring customer loyalty
Conclusion

Why build customer loyalty?

Customer loyalty is an excellent strategy for maximising profitability. In fact, retaining an existing customer is much less expensive than acquiring a new one. According to a study by Bain &Company, it is even seven times more expensive to recruit a new customer than to retain one.

A brand’s reputation can be enhanced through loyalty. Satisfied customers are more likely to recommend products or services to their network. What’s more, customer loyalty can help prevent competition, as loyal customers are less likely to shop elsewhere if their experience is positive.

Building customer loyalty also enables us to collect valuable data on their preferences and buying behaviour. This data can be used to personalise the customer experience and offer products or services tailored to their needs. This can lead to increased customer satisfaction and long-term customer loyalty. It can also be used to improve conversion rates and develop long-term growth strategies.

Loyalty tools

To build customer loyalty, it’s essential to understand their needs and expectations. To do this, you can use various tools such as data analysis, focus groups and feedback. Surveys and e-mailing are also powerful tools in the quest for customer loyalty. By gathering information, you can improve your product or service offering by proposing solutions that are better adapted to your customers’ needs.

A survey to give customers a say

Take surveys, for example. By questioning customers directly, valuable information can be gathered and then used by companies. The questionnaires can be distributed via a variety of channels, such as e-mail campaigns, on the merchant’s website or on social networks. Customers then log in to their account to take part in the survey.

Once the responses have been collected, companies can analyse them to identify trends and customer preferences. On the basis of this information, product or service offers can be tailored to better meet the needs of their customers, and thus improve customer loyalty.

Emailing for personalised support

E-mailing is a marketing strategy that involves sending personalised e-mails to a list of customers. This stage may precede the survey stage. However, there are a number of key elements that should not be overlooked when implementing this strategy.

Segmenting your database to send relevant messages or offers is essential. The design must be meticulous to highlight the customer’s personalised content. The subject line must be clear and address the customer in a way that appeals to them. Finally, it is essential to measure the performance of the e-mailing campaign in order to improve future operations. E-mailing is an effective way of maintaining a relationship with customers and building loyalty by personalising the content and offers sent.

Delivering a memorable interactive customer experience

A remarkable customer experience is an invaluable part of a customer loyalty strategy. Customers want to feel valued and appreciated, and are constantly challenged by brands. To deliver a memorable customer experience, you need to focus on the points of contact with your customers, such as your website, customer service, social networks and physical shops.

Sounding out customers’ preferences in order to offer them a personalised product is a good example of an exceptional interactive experience. By offering to customise a product, customers will feel they have been given a mission. They will be able to find their favourite products, but they will also be able to give clues about the next trends.

Measuring customer loyalty

The NPS

Based on the principle of word of mouth, the Net Promoter Score calculates the probability of a company being recommended. By asking the question ‘On a scale of 0 to 10, would you recommend our company to your friends and family? A score above 0 is considered average, while scores above 50 are excellent. The NPS measures a customer’s attachment to an entity and therefore gives an indication of customer loyalty.

Based on the feedback they receive, companies can plan actions to strengthen customer loyalty.

The satisfaction survey

The satisfaction survey, although similar to the NPS, is a more comprehensive way of measuring customer loyalty. The questions can be general or targeted, depending on the category of customer questioned. Questionnaires are used to understand customers, but also to improve a company’s service or products. Listening to your customers is the first step towards building loyalty!

Conclusion

Finally, customer loyalty is an essential element in achieving your marketing objectives. Not only because it costs less to retain a customer than to recruit new ones, but also because they can become ambassadors for your brand. Using the concepts outlined in this article, you can significantly improve customer satisfaction and turn them into loyal customers.

Remember that loyalty is not just about giving out offers and discounts, but also about creating a bond with your customer. By letting them spend time with your brand and offering them a memorable experience, for example. Use loyalty tools to create a relationship of trust with your customers and boost your company’s growth!