With the explosion of e-commerce and digital marketing, one of the challenges facing retail brands is to encourage their online prospects to visit their stores. Moreover, e-couponing is among the most effective marketing levers of the distribution of discount coupons and vouchers.

Indeed, by digitizing coupons, brands can boost their sales not only online, but also in their physical points of sale. In this article, we’ll take a look at the benefits of e-couponing, particularly in terms of converting and building loyalty, increasing in-store traffic and maximizing ROI.

Also, we’ll introduce you to a particularly effective gamified format for distributing coupons to your audience: the 100% win rate game.

SUMMARY

• What is web couponing
• Why opt for e-couponing?
• Organize a 100% win rate game to give away discount coupons

Web couponing (or e-couponing) is quite simply the digital equivalent of the classic discount coupon. Rather than distributing paper coupons (after a checkout, via a catalog or by mail), brands can now digitalize their couponing.

Coupons can take many forms, such as a QR code or a barcode. Moreover, it can be printable, distributed via email or in the form of mobile coupons (known as m-couponing). The discount code is sent directly by SMS or MMS to the customer’s phone, or via the brand’s application.

Like any discount coupon, the main aim of this lever is to encourage consumers to make a purchase, buy more or buy again from the company.

While digital coupons were originally used by e-retailers to offer their customers a digital alternative, web couponing is now a popular tool in retail. In fact, it enables brands to increase traffic, boost sales in their physical stores and to build customer loyalty. It has thus become a highly effective web-to-store lever.

Finally, at the checkout, customers with a digital coupon present the QR code or barcode. The discount is applied immediately via the store’s computer system. It can be used online (in which case it takes the form of a unique discount code).

Web couponing offers many advantages for brands. Before implementing a strategy, it’s worth understanding what results a company can expect when distributing digital coupons to its audiences.

1. Acquire new customers

Offering discount coupons, whether digital or paper, is always a good way to attract new customers. For example, the brand can offer exclusive discounts valid only on a first purchase. It can also send a promotional code when a customer subscribes to its newsletter. In general, the opportunity to take advantage of a discount can convince prospects who have never purchased from the company to place a first order.

2. Boost in-store traffic

A recent study conducted by CPA revealed that over 90% of Internet users say they are ready to use a discount voucher found online. In order to make a purchase in a physical store. Offering digital coupons is therefore an excellent way of increasing in-store traffic and converting online-activated prospects into retail customers.

To maximise its drive-to-store strategy, the brand can offer coupons that are only valid in-store, or only on offers available at its points of sale.

3. Build customer loyalty and increase repurchase rates

Coupons can also be a way of rewarding loyal customers. In fact, this will encourage consumers to return to the store or buy from the brand. The coupon can be integrated into the company’s loyalty program, or sent by SMS at a strategic period in the marketing calendar.

To make the most of the loyalty-building benefits of coupons, the key is to personalize campaigns. The brand can distribute discounts on customers’ birthdays or when they reach a new level in their loyalty program.

4. better track and maximize campaign ROI

Measuring the performance of retail campaigns can be more complex. Couponing enables brands to better target their efforts and track their ROI in-store, as each coupon can be encoded in the checkout system.

This marketing strategy is therefore agile and easier to implement than printing and distributing paper coupons. Companies can therefore test different approaches  (triggers for distributing a new coupon, discount amounts, etc.).

After analyzing the results of each A/B testing campaign, companies can adjust their strategy and maximize their results.

5. Increase your customer’s average shopping basket

A survey carried out by LH2 reveals that 67% of French consumers have already added a product to their basket in order to take advantage of a discount. 25% have even postponed a purchase in order to use a discount coupon.

E-couponing is therefore an excellent way to increase the average shopping basket of in-store shoppers (both physical and digital).

6. adopt more ethical maketing

One of the main disadvantages of physical coupons is that they are printed on paper. Even if it is printable, the e-couponing allows you to reduce the ecological footprint and adopt a more eco-responsible approach.

6. Improve your shopping experience

It’s also a good way to improve the customer experience by avoiding the risk of customers losing or forgetting their discount voucher before going to the store. Coupons can be accessed anytime, anywhere. Companies can even send reminders by SMS, email or via a notification on their app to ensure that consumers don’t miss their discount deadline.

However, to achieve these results the company must identify effective levers for distributing its coupons. It can rely on its application or loyalty program to achieve average basket increase objectives. Gamification and competitions will be effective in attracting and converting new prospects.

Marketing games, broadcast on social networks or in the form of pop-ups on your online/in-app store, are excellent levers for spreading an e-couponing campaign. This is particularly true for instant wins, which enable participants to find out whether or not they’ve won a gift (and the nature of the reward).

As part of a web couponing strategy, the brand can even opt for a 100% win rate competition. As the name suggests, this mechanism promises all participants the chance to win a prize. The prospect will be able to launch a wheel of fortune or play the one-armed bandit and find out how much your discount will be (-30, 40 or 50%, for example).

Showroomprive & Rituals example

Showroomprivé’s strategy for boosting engagement and sales of the Ritual brand on its app. In this in-app game, participants were invited, through a Flip&Win, to choose their favorite product. After clicking on it, they automatically received a voucher to be used on any order over 45 euros.

In addition to boosting the conversion rate of its campaign and increasing the average shopping basket, this 100% winning game was also an excellent way of collecting customer preference and promoting products.

Conclusion

Launch a 100% winning game with instant win contests to boost your e-couponing strategy and achieve the results your brand has set itself (conversion, loyalty, customer knowledge, etc.). Easily organize your own instant win campaign thanks to our interactive mechanics!

In an increasingly competitive environment, it is becoming more and more difficult for companies to attract and retain new customers. Traditional marketing and advertising methods are no longer as effective, so brands need to think outside the box to stand out from the crowd.

Gamification is an innovative approach to attracting new customers. This strategy involves incorporating playful elements (from the world of video games, for example) into a marketing campaign to capture the attention and engage the audience.

By making the brand experience more fun and interactive, marketing games can help companies win over new consumers. In this article, we share examples and practical advice at 4 different stages of the customer journey:

• Lead generation ;
• Brand awareness ;
• Conversion ;
• Creating a customer account.

SUMMARY

• 1. Generate new leads with marketing games
• 2. Using gamification to develop brand awareness and recall
• 3. Gamification to increase your conversion rate
• 4. Using gamification to boost account creation

Identifying and engaging potential customers is the first step in the sales pipeline of a company. The company needs to determine the audience it wants to reach (i.e. the customers most likely to be interested in what it has to offer) and develop a relevant strategy to attract their attention.

The organisation can use a mix of several marketing levers such as content marketing and search engine optimisation (SEO). Or social media marketing by sharing entertaining content on social networks.

Lead gen will then involve encouraging these prospects to interact with the brand, by giving them an email address to which it can send them personalised emails.The marketing game is a particularly interesting tool for collecting the contact details of new leads. The promise of a reward (such as a discount voucher offered via an instant win) will encourage consumers to fill in a lead generation form.

Which marketing game to use to generate leads?

At this stage in the sales funnel, when the consumer is not yet familiar with the brand, the key is to capture their attention through a simple mechanism that requires little commitment.

The company can therefore bet on a winning moment like a wheel of fortune. Le prospect pourra y accéder après avoir partagé son adresse mail, par exemple. Cette action créera automatiquement un profil de prospect sur la plateforme de gestion de la relation client (CRM) de l’entreprise

The participant will know instantly after launching the game whether they have won a prize or not. By focusing on a prize that encourages people to buy (such as a discount or an attractive prize), it will be easier for the company to convert this new prospect into a customer.

The choice of distribution channel is also important. For lead generation, companies can rely on social networks, which allow them to reach a wider audience. Spreading the campaign on social networks is therefore vital for reaching a large audience. The brand can also give participants the chance to maximise their chances of winning by sharing the marketing game, thereby making the campaign go viral.

To attract new customers, companies also need to raise their profile with their target audience. Gamification is an excellent way of achieving this objective and making your brand more easily recognisable. Marketing games can be used to create a memorable and differentiating brand experience.

Gamification generates commitment by making each piece of marketing content interactive. Prospects can interact with the brand via a fun mechanism which, as well as entertaining them, potentially allows them to unlock advantages or benefits. attractive endowments.

But gamified marketing campaigns are also more effective in terms of receptiveness and memorability of commercial messages. In fact, gamification is already used in a learning context (known as edutainment) because it increases retention of new information.

By transforming the consumer into a player in the marketing game, the company enables them to become more actively involved in the content that she shares with him. This commitment strengthens attention and enables the information shared to be mobilised in concrete situations (such as a memory or a quiz, for example).

Gamification therefore enables marketers to educate and inform people about the brand, its products or services.

Which marketing game to use to boost brand awareness

The Memory is a very popular memory game that involves finding pairs of identical cards from a set of face-down cards. The game is entirely customisable. Companies can therefore use it to promote a new product or service. They can personalise the cards according to their graphic charter and the offers and products they wish to promote, for example. Participants will discover it in a more entertaining way, increasing their memory of its characteristics and advantages.

Another option: the puzzle, which involves reconstructing a brand logo or product image.

The next step is to turn these new prospects into customers Here again, gamification enables companies to increase their conversion rates.

As we have seen, marketing games are highly effective tools for collecting customer data. L’entreprise peut s’en servir non seulement pour obtenir les coordonnées de ses prospects. Mais elle peut aussi mobiliser des formats interactifs (comme the swiper or a form for choosing your favourite product) to identify the preferences of their audience. This customer knowledge will then enable them to retarget their prospects with personalised content that is more likely to convert.

But gamification can also provide prospects with incentives encouraging them to carry out a specific action (in this case, completing a purchase). Through a competition or instant win, the company will give its audience the chance to win discount vouchers or other benefits (such as free delivery). To take advantage of this, participants will be redirected to the company’s website or invited to visit its physical points of sale.

Which marketing game to use to increase your conversion rate

Competitions are a highly effective way of converting new prospects. The brand can offer prizes that are likely to generate a sale (such as a discount or voucher). It can also make these rewards time-limited to generate a sense of urgency that will encourage consumers to take advantage of them before it’s too late.

Finally, gamification can be used to encourage customers to create an account. As with a loyalty programme, the customer account enables the company to strengthen the relationship with the consumer by offering a series of benefits:

• product previews,
• faster, simpler ordering ;
• vouchers after accumulating a certain number of points.

For them, it’s an opportunity to have a direct channel of communication with their customers. Elle pourra par ce biais réactiver ces derniers avec des recommandations de produits personnalisés, des offres exclusives, etc.

In addition to the benefits offered, brands can encourage the creation of customer accounts thanks to a marketing game. To access the interactive animation, participants will need to create an account.

Which marketing game to encourage the creation of a customer account

To boost the creation of customer accounts, the Ouest France media distributed an Advent calendar . Ce format très populaire en période de fêtes de fin d’année a permis à l’entreprise de capter l’attention de plus de 81K personnes. Only participants with an account could access the game and hope to win attractive prizes (holidays, high-tech equipment, vouchers, etc.).

Conclusion

Gamification is therefore a powerful lever for attracting new customers. From lead generation to increasing brand awareness, not forgetting conversion and loyalty, marketing games make it possible to capture and engage your audience. Discover our interactive game mechanics to reach and convert a wider audience.

If you’re looking to raise awareness of your brand while increasing sales and expanding your audience, co-branding is a relevant marketing strategy. Partnerships are a way of reaching a wider audience.

By teaming up with other brands, companies can broaden their offering and capitalise on their partner’s visibility to boost their own brand awareness.

Co-branding has many advantages. But it is important to master this marketing strategy to avoid associating your image with a brand that is not aligned with your values or that does not address a strategic market.

In this article, we share with you some practical tips for increasing your target audience through a co-branding campaign.

SUMMARY

• What is co-branding?
• What are the advantages of co-branding for a company?
• Boosting the effectiveness of a co-branding campaign through gamification
• 4 tips for a successful co-branding campaign

Co-branding is a marketing strategy that involves teaming up with another brand to promote or co-create a product or a service. This does not mean associating the names of two brands on an item. Such a partnership combines the resources, identities and stories of each partner.

Co-branding means sharing resources and expertise, but also sharing your community. The aim is to benefit from the strategic advantages of the other. This may involve a wider audience, or a new market that the company wishes to conquer. But the strategy can also transfer of technology and know-how.

Co-branding offers a number of advantages. This type of partnership enables each player to benefit from the strengths of the other company, particularly in terms of :

• Reaching a wider audience. Brand partnerships enable companies to increase the exposure of their brand to their partner’s customers. A co-branding campaign can be broadcast across both companies’ communication channels.
• Engage a new audience and increase sales. Consumers are likely to trust recommendations from a brand they know and have been buying from for several years.
• Boost brand awareness and credibility. Establishing a brand partnership with a recognised player allows the company to strengthen its credibility with its target audience. For example, a street-wear brand teaming up with a luxury brand will upgrade its brand image. Its products will be perceived as being of higher quality. This could lead to an increase in pricing, and profitability.
• Reduce the risks and costs of a marketing campaign. Developing a new product or service, entering a new market or launching an activity can be risky. Joining forces with a brand that is present in this market or that has experience in this new vertical reduces the commercial risks. This type of partnership involves pooling resources. The companies will pool their costs, which reduces the budget they have to invest in this project.

The aim of such a campaign is to increase an audience, or to develop a new one (with a persona not previously targeted).

This marketing strategy makes it possible to achieve this objective by multiplying the communication channels. Indeed, the campaign can be disseminated by both partners (publication on social networks, emailing, display format on their respective websites or in their physical shops, etc.).

However, partners can boost the effectiveness of their co-branding by making their campaign fun and interactive through gamification.

By integrating interactivity into their co-branding campaign, the two brands can capture the attention of their respective communities and engage their customers. The fun mechanics of the game and the chance to win a reward will set them apart from other content.

The marketing game can be used to help people discover the co-created product in an entertaining way (via a quiz). It can also tease its launch and optimise consumer expectations by making them win free products via a competition or instant win (scratch cards, one-armed bandit) The game also offers the chance to win a product from the partner brand, boosting brand awareness by leveraging the premiere.

Examples of gamified co-branding campaigns

The famous drinks brand Coca Cola is a master of this strategy. The company uses this strategy to develop its audience and increase sales.

For example, it has teamed up with fruit juice brand Capri Sun to convert new customers. Its co-branded game incorporated a proof-of-purchase mechanism into its prize draw form in order to boost its conversion rate. In addition to the co-branded aspect of the campaign, the choice of an attractive prize (an iPhone) helped convert more than 5,000 visitors.

Coca-Cola has also developed a co-branding marketing campaign with energy drink brand Monster. Here, the mechanic used was to upload a proof of purchase to access the game in order to generate sales. As the two brands’ universes are similar, this campaign had a participation rate of 75% and over 1,000 visits.

Before embarking on co-branding, it is important to consider the right factors to choose a partner that will enable the brand to achieve its objectives.

• Target markets. The thing is to make sure that your audience and that of the brand with which you are planning to partner overlap. The partnership will not work if the companies are both targeting different audiences or if they are too similar.
• Brand image. The personalities and worlds of the two brands must be compatible. The partners must share common values, at the risk of losing their community.
• Market needs. A co-branding campaign must respond to a market need. This partnership can enable the brand to address a need of its audience that it has not yet met.
• Adapting the mechanics of your marketing game to the challenges of co-branding. This means choosing a prize that reflects the two brand universes. It means announcing the winners on their respective channels, or providing an opt-in for the partner brand, etc.

Once the company has found the right partner, it is crucial to define everyone’s roles and responsibilities in the roll-out of the co-branding campaign. To achieve this, it is important to be able to count on a reliable and transparent partner who will contribute to the project.

Conclusion

Gamification is an excellent way of boosting the impact of a co-branding campaign. It will boost your brand’s reputation and its ability to develop a new audience. Discover our interactive competition mechanics to make your campaigns even more engaging and convert these new prospects more effectively!

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?
• How in-app competitions can influence users’ purchasing behaviour
• Tips and examples for boosting in-app purchases through gamification

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.