Interactive surveys: the engaging solution for collecting opinions

Interactive surveys: the engaging solution for collecting opinions

With the depreciation of data and the end of third-party cookies, companies are constantly looking for new ways to collect customer opinion and feedback. Surveys have always been a very practical way of gathering data about your target audience. But its gamified format, the interactive survey, is proving even more effective.

In fact, 89% of consumers say that when a task is gamified, they are more motivated to complete it because of its competitive and playful nature.

In this article, we present the advantages of interactive surveys to better understand the expectations of your audience. We’ll also look at how to use gamification to boost engagement, obtain relevant responses and optimise your campaigns.

What is a survey?

A poll is a survey in which data is collected from a specific group of people. The aim is to acquire more in-depth knowledge about the various questions you ask yourself about your marketing target: what are its consumer habits, its budget, its preferred purchasing channel, and so on.

Why use surveys to improve your marketing campaigns?

The different types of survey

Just as there are several reasons to share a survey with your audience, there are also different survey formats :

  • Market research surveys These are used upstream of a project to gauge the needs and aspirations of the target audience. It is aimed at companies wishing to launch themselves with a new audience. It can also help them find out how they are positioned in relation to their competitors, or whether there is a demand for a new product.
  • Satisfaction surveys (or NPS – for Net Promoter Score). This type of survey is used to assess whether customers are satisfied with the company’s experience or offering. In practical terms, it involves indicating, on a scale of 1 to 10, how likely it is that the consumer will recommend the brand to friends and family.
  • Awareness surveys : They involve asking shoppers about their knowledge of the brand. This is a good way of measuring the success of an advertising campaign, for example, or identifying unexpected associations that consumers may make with the company.

Why opt for interactive surveys?

The simple act of asking someone for their opinion is already an effective way of capturing their attention and increasing their commitment. However, responding to a survey can also be a tedious task, especially if the format is not adapted to the audience.

As we have already discussed in other articles, the trend is towards interactive marketing. Users are looking for entertaining formats that introduce game mechanisms to make content more engaging.

Gamification will motivate more people to take part in a survey, which is why it’s a good idea to opt for interactive surveys.

Those surveys can serve several purposes:

  • Increase the number of participants and the survey completion rate. The main reason why users rarely complete a survey is that when the format is not interactive or is too long, it loses interest. Incorporating a game element makes the survey more engaging and attractive. This will encourage participants to complete it in order to obtain the reward that has been promised.
  • Obtain better quality data. The aim is not only to increase the response rate, but also to improve the quality of the data collected. If the survey is entertaining, participants will be more likely to give honest answers. This is particularly important if the survey includes more in-depth questions.
  • Increase brand awareness and customer loyalty. By creating fun surveys, participants will associate the brand with this enjoyable experience. They will be more likely to click, comment or even visit the brand’s website afterwards.

How do you gamify your interactive surveys?

Several interactive survey formats are available to make their feedback forms engaging. Companies can :

1. Turning a survey into a battle

example survey 1
A company that wants to know the tastes and preferences of its audience can gamify its survey by presenting it in the form of a battle. For example, rather than simply asking who their favorite influencer is (in order to optimise its influencer marketing, for example), it can create a battle of content creators by asking participants to choose a winner at each slide.

2. Replace the yes/no format with a swiper

Example-swiper

Rather than sharing a survey with closed ‘Yes or No’ questions, brands can make the experience more interactive by opting for the swiper. This format is reminiscent of dating applications. Participants drag an image to the right if they like or agree, and to the left if they don’t.

3. Transforming an awareness survey into an interactive quiz

Instead of sending out a long form to test your audience’s knowledge, Trivia is an interactive alternative. This survey format makes it possible to engage participants, who can test their knowledge and even compare their results with other players.

4. Motivating participants with a personality test

Personality tests are another very popular format for interactive surveys. It allows companies to learn more about their customers and enrich their CRM. But it’s also a way of encouraging participants to complete the survey, since the reward is learning more about their personality. For Valentine’s Day, the personality test can reveal the user’s profile and make personalised recommendations.

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

Drive to store: 4 strategies to better in-store conversions

Drive to store: 4 strategies to better in-store conversions

Consumer habits have changed, particularly with e-commerce and the increase in online sales. The way in which brands reach, engage and retain customers must adapt to these practices. One of the crucial challenges for companies is to increase in-store traffic, through drive to store campaigns.

These are an integral part of the harmonisation of the shopping journeys. In an increasingly omnichannel world, brands need to be able to engage and convert customers both in-store and online.

In this article, we present the 4 most effective strategies for attracting consumers to your shops and converting them into loyal customers.

What is drive to store in marketing?

Drive-to-store is a set of strategies designed to attract online customers to physical shops. It’s an omnichannel approach that combines consumer geolocation, recommendation and optimisation of the experience.

While consumer habits have tended to go digital during the pandemic, in-store shopping is not a thing of the past. Customers continue to embrace retail experience, whether to discover the world of a brand, test its products, return or exchange an order placed online.

Drive to store is a central element of modern marketing, despite the fact that 62% of consumers say they will refuse to buy from a brand if it has no online presence. The discovery stage is carried out via digital channels, but physical purchasing has not said its last word.

A recent study shows that 72% of people who carry out a local search online will go to a shop located less than 8 kilometres away of their location. This underlines the importance of an online presence in redirecting prospects to points of sale.

What’s more, 28% of local searches result in a purchase. An omnichannel promotional campaign – one that harnesses the power of multiple channels – can help businesses attract visitors to their physical shops and generate retail conversions.

What are the most effective strategies for a drive-to-store campaign?

An effective drive-in-store campaign involves using digital and physical tools to attract and convert customers in-store. Here are the most effective ways of achieving this.

1. Localised advertising campaigns

The particularity of Drive to Store is that, to be effective, it needs to target consumers who live or are located close to a point of sale. Qualifying prospects is a crucial element in maximising the ROI of your budget.

A good way of achieving this is to display your ads to a geolocalised audience near a physical shop. Social networks such as Facebook, have developed advertising targeting tools specifically for Drive to store. This is the case with Meta’s Store Traffic objective, which redirects users from an advertising insert to a physical point of sale.

Referencing your shops on Google Maps is another lever in any successful drive-to-store strategy. 86% of consumers use Google Maps to find local businesses.

2. Offer Click & Collect

The Click&Collect principle is simple. It consists of offering customers collect their online order from the nearest shop. The advantage of this strategy is that it offers an alternative to home deliveries, which can occur when the customer is not at home. It is also a way for consumers to save on postage costs.

For the brand, encouraging a customer who has already been won over (because they have just bought from the brand) in-store is beneficial in a number of ways. It’s an opportunity to strengthen its links with the company by immersing them in their world. This approach can play a part in the post-purchase conversion strategy by recommending complementary offers to customers in shop.

3. Offer exceptional discounts to in-store customers

Offering exclusive discounts to consumers in-store is an effective way of boosting your drive-to-store strategy. Sales available only in retail outlets, as well as clearance sales, are ways of attracting customers to a physical point of sale.

4. Gamification to maximise in-store conversions

Playable marketing is another way of attracting consumers to the shop, but also to convert them. Broadcast online, an interactive game can enable participants to win discount or purchase vouchers that are valid in-store.

But gamification can also be used as a lever for visibility and conversion. Whether in the form of a digital interactive terminal or tablets available at the checkout, these phygital devices make the experience attractive and fun.

Here again, it’s the opportunity to win rewards via an in-store competition that will encourage consumers to enter the point of sale and interact with the brand. Not to mention that, for the brand, it’s a way of collect qualified data. It will then be able to use this data to optimise its future drive-to-store campaigns.

Best practice for a successful drive to store campaign

Let’s move on to the practical side. To boost the impact of a Drive to Store strategy, here’s some advice to apply before, during and after the campaign.

    Before the campaign

    • Targeting the right audiences based on their geolocation to boost its conversion rate. Brands should start by drawing up a list of their points of sale so that they can target the right audience. Note that it is important to consider a radius that encompasses a reasonable walking or driving time.
    • Use attractive creative formats to capture consumers’ attention. Providing relevant information from the nearest shop also boosts the impact of the Drive to store campaign.
    • Define the right attribution window (i.e. the length of the period taken into account before conversion, during which the contribution of marketing contact points is collected and analysed). A window of between 15 and 30 days enables you to monitor footfall in your shops and focus on the effective advertising channels.

      During the campaign

      Dive into granular reports. The success of a Drive to Store campaign can mean different things to advertisers. Granular reporting tools make it possible to drill down into the data that is relevant, depending on whether it just wants to increase traffic, convert new customers, increase its re-purchase rate and build customer loyalty

      After the campaign

      Measure conversions in real time. This makes it possible to focus on 3 key KPIs: the improvement factor (i.e. the probability that a visit to a shop is motivated by the Drive to store campaign), the percentage of exposure and the percentage of visits.

      Conclusion

      The Drive to Store strategy is therefore the cornerstone for brands wishing to activate their prospects and customers across all their channels, both digital and physical. One of the most effective tools for strengthening the omnichannel customer journey is gamification. Discover our interactive mechanisms to increase the visibility and appeal of your points of sale.

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

      Online sales: how to boost sales through gamification

      Online sales: how to boost sales through gamification

      Online sales are a constantly evolving sector, particularly when it comes to conversion strategies. Brands are constantly looking for new ways of raising brand awareness, boosting sales and building customer loyalty.

      One strategy that has always been tried and tested (and proven to be effective in the conversion funnel) is gamification. It plays on two very powerful emotional drivers for consumers: entertainment and the opportunity to win a reward.

      In this article, we present the advantages of game marketing in e-commerce. You’ll also find a simple, effective strategy for integrating game marketing into your sales funnel.

      What is gamification?

      Gamification is a marketing concept that involves applying the mechanisms of games (competition, points, rewards) to engage and convert consumers.

      Gamification can take the form of a loyalty program offering rewards in exchange for points accumulated. But also that of an interactive game generating traffic to its online shop.

      In short, it’s a multi-faceted approach that aims to improve the performance of sales teams and increase company revenues through innovative strategies.

      And it works! A recent study by Gigy shows that gamification boosts consumer engagement by 30%.

      One of the pioneers in this field is the Chinese marketplace AliExpress. It offers a gamified model with its ‘Coins and Coupons’ feature. Users can earn coins by completing tasks on the platform. They convert these tokens into discount vouchers for use on the site. The result: an increase in the engagement of AliExpres users, better retention and a record repeat rate.

       

      What online sales challenges can gamification address?

      For a brand that wants to increase its online sales, the best strategy is to remove the disincentives for customers at each stage of the conversion funnel. This is is why gamification is so effective in terms of awareness, consideration, conversion and retention.

      Increase brand awareness before launching a new collection

      Above all, gamification is an excellent way of increasing visibility and reach qualified leads. Thanks to gamification, brands are able to attract consumers’ attention, offering an entertaining and rewarding experience.

      Gamified applications incorporate elements such as ranking, challenges and the sharing of achievements on social networks. This encourages users to become brand ambassadors while fostering a sense of belonging around the company.

      By adopting a fun game mechanic such as the piñata (and attractive prizes), the Tape à l’Oeil brand has increased its visibility and brand awareness. Used as a data collection lever, TAO has succeeded in attracting qualified leads that can be target and retarget, while promoting its new collection.

      Example of online sales

      Generate more traffic and boost sales during the sales period

      When a brand’s customers are involved in marketing games, they are likely to be loyal and to make purchases. Gamified elements such as loyalty points, levels or badges can be linked to incentives such as discounts, motivating users to redeem.

      According to recent statistics, companies using gamification have seen an increase in their conversion rate between 15% and 50%. For the TAO brand, the introduction of an interactive game led to a 27% increase in click-through rates to its site.

      Retarget qualified leads with the right product suggestions

      The interactive nature of gamification enables companies to collect valuable data on the behaviour and preferences of their target audience. This first-party data can be used to optimise the customer experience, personalise marketing efforts… and ultimately to stimulate business growth.

      For example, the brand can trigger a segmented emailing sequence after participation in a marketing game. The participation form or the data collected as part of the game (via a personality test, a swipper or a shopping list) will enable them to better target the buying preferences of their leads. They will then be able to send them tailored content that is more likely to trigger a purchase.

      Reduce shopping basket abandonment

      One of the biggest problems facing e-tailers is shopping basket abandonment. According to recent research, the average rate of basket abandonment in the e-commerce sector is 75%, which represents a huge loss of revenue.

      Gamification helps to overcome this by creating a sense of urgency, which encourages customers to complete their order. This could be a discount coupon with a time limit.

      3 steps to boost your conversion strategy with gamification

      The results offered by gamification for online retailers will depend on their ability to choose the right game mechanics depending on their objective. Here’s our advice on how to optimise your gamified customer experience.

      Step 1: Define your objectives (conversion, lead generation)

      The first step in a gamification-fuelled conversion strategy is to identify the behaviour the brand wants to encourage. Do they want users to buy more products, share content about the brand, leave a review after receiving their order?

      By defining these objectives, the company can build a relevant gamification system. For example, Amazon encourages its users to rate its products by offering them the opportunity to become a ‘best reviewer’. This leads to a 58% increase in the number of reviews left and boosts the reassurance of new prospects arriving on a product sheet.

      Step 2: Choose the right game mechanics

      Depending on the objectives defined, the brand can then choose the right gamification mechanics. Games that are fun and clearly present the possibility of winning a reward are very effective for generating leads and increasing visits to an online shop.

      Brands will be able to opt for the winning instant with an e-mail address capture form. Thanks to a tracking pixel set up on the game, it is easy to track sales made by participants in the instant win, and thus calculate the ROI of the marketing campaign.

      The same applies to a mechanical device such as the Gatecode which implies an obligation to buy. This type of interactive game is perfect for boosting online sales, as you need to be able to show proof of purchase in order to play. This effectively increases the chances of conversion and loyalty.

      The choice of rewards is also crucial. To make sure you get it right, read our guide to offering the right gifts.

      Step 3: Test, iterate and improve to maximise conversions

      As with any online sales strategy, it is essential to test your gamification elements to evaluate their effectiveness, brands will be able to integrate a form into their interactive games to gather feedback from users. This will enable them to identify areas for improvement to enhance their experience.

      Conclusion

      In an increasingly competitive e-commerce landscape, gamification is an excellent vector for differentiation. It will enable brands to facilitate the progression of their leads through their conversion funnel and boost their growth. Find out how to get started with an effective gamification strategy, discover all the Adictiz game mechanics!

      How to organise in-store competitions?

      How to organise in-store competitions?

      Despite the growing popularity of e-commerce, consumers continue to visit shops. Au cours du deuxième trimestre 2022, they were 71% to have made their purchases in physical shops. As with digital channels, point-of-sale marketing, and in particular the organisation of in-store competitions, is therefore an essential lever for attracting buyers, offering them a unique shopping experience and building loyalty.

      If you’re thinking of organising an in-store competition, here’s everything you need to know to boost results and some ideas to inspire you.

      Why offer in-store competitions

      A competition is a form of entertainment organised by a company or organisation. with the aim of attracting people’s attention to your products or services. We’ve already talked a lot about online competitions, which take place on digital communication channels. But interactive animation can also be adapted to retail and organised at physical points of sale.

      Grab customers’ attention with an in-store competition

      In an increasingly competitive environment and in the face of more demanding consumers, shops need to redouble their inventiveness to stand out from the crowd and win consumer loyalty.

      When a chain sets up an in-store competition, it has a better chance of attracting customers and prospects, if only because consumers rarely say no to the chance to win a free gift or take advantage of discounts on their purchases. This is especially true in times of inflation, when buyers are more careful about what they spend.

      Organising an in-store competition is also an excellent way to stand out from the crowd and create excitement in its points of sale. Passers-by who haven’t necessarily heard of the brand will be curious to find out what’s going on and will be more likely to push open the doors of the boutique.

       

      Lead recruitment guide

      Boosting buyer engagement and retention through point-of-sale marketing

      There’s nothing more frustrating than a prospect walking into your shop, browsing the shelves and leaving without having bought anything. For salespeople, however it’s difficult to interact with consumers without falling into ineffective commercial tricks such as asking them if they need help or advice.

      In-store competitions are a simple and effective way of creating positive interactions with customers. Shoppers do not feel that the brand’s staff are trying to make them consume, since the aim of a marketing game is to win them gifts or other rewards. The link that is created between the brand and the buyer is therefore not a transactional one, but one that establishes a more authentic and lasting relationship.

      By using game-based mechanisms (such as collecting points with every purchase, searching for a mystery item in shop or discovering a surprise discount on their till receipt), retail competitions also encourage customers to return to the shop or to continue interacting with the brand on its digital channels.

      The competition can be launched online (on social networks, for example), but participants can also be invited to visit the shop to claim their price. This marketing leverage enables you to consolidate your customers’ multi-channel purchasing journey and to strengthen the relationship between consumer and brand over the long term.

      Getting to know your customers better

      A brand’s growth and performance depend to a large extent on its ability to meet its customers’ expectations. And that means gathering first-party data on its core target in order to better understand its desires, consumer trends, budget, etc. In-store competitions are an excellent way of gathering this data.

      Motivate your sales teams with an internal competition

      In-store workplace competitions can also be part of a company’s internal strategy, helping to motivate its sales force. Some brands organise them for their employees in order to create healthy competition between their different sales outlets. The shop with the best sales figures, for example, will be rewarded with bonuses or gifts.

      The different types of in-store competitions

      Depending on the brand universe, target audience and budget, companies wishing to organise an in-store competition can choose from a range of different approaches.

      Here are some ideas for in-store competitions to inspire you.

      Random drawing at the checkout or at the point of purchase

      The best-known in-store competition is undoubtedly a random drawing in-store. The principle is simple. Once they have made an in-store purchase, the brand’s customers will automatically be entered into a random drawing and will find out if they have won directly on their till receipt.

      The brand can also integrate a marketing game application (such as a wheel of fortune or a one-armed bandit) directly into its shopping terminals.

      Not only is this mechanism very simple to put in place. It also naturally encourages consumers to return to the shop to maximise their chances of winning.

      interactive terminals

      In-store interactive games

      In-store interactive marketing is an even more effective way of engaging customers, as it directly invites them to take part in a game based around the brand’s products or services.

      The conditions for participation are no longer limited to making a purchase in the shop, but rather to taking part in a contest (makeover, drawing, etc.), searching for a mystery item on the shelves or correctly answering the questions in a quiz on the history of the brand.

      Omnichannel competitions

      The whole point of the marketing game is that it makes it easy to build bridges between your different communication and distribution channels. It’s easy to attract your online community or e-commerce site customers to your shop with a competition.

      The principle is simple: the brand shares the rules of its competition via a publication on social networks, but the conditions for taking part or collecting the prizes on offer are to visit the shop.

      Conversely, an in-store interactive game (such as a photo competition using the brand’s products) can enable the company to grow its online audience and generate UGC. To do this, simply invite participants to share their photos on social networks using a hashtag created specifically for the occasion.

      In-store competitions are an effective way of attracting, engaging and retaining shoppers. Discover all the Adictiz interactive formats that can be easily integrated into your in-store shopping experience!

      Why install an interactive terminal in your shop?

      Why install an interactive terminal in your shop?

      A shopper’s experience in a physical shop is very different from that in an online shop. This is precisely why consumers, who are increasingly familiar with e-commerce, expect more from their visit to a physical shop. And in particular more interaction with the brand. That’s where the interactive terminal comes in!

      Another growing demand from consumers is the possibility of enjoying a hybrid, phygital shopping experience (one foot in the physical store, the other in the digital world). For example, many want to be able to order an item online and collect it in-store, or to combine loyalty points from online purchases with those earned in physical.

      Interactive terminals are certainly one of the most effective tools for meeting all these expectations. Elles s’inscrivent plus globalement dans une tendance de This is a key factor in the digitalisation of retail, enabling the creation of an interactive, omnichannel experience that appeals to new generations of consumers.

      Let’s explore how they work and the advantages that digital terminals can offer businesses in their drive to store strategy.

      What is an interactive terminal?

      An interactive terminal is a digital medium that facilitates the exchange of information between a shop and its customers. To be more precise, this is generally a compputer terminal with a touch screen and management software that enables brands to offer a “self-service” type of in-store experience.

      One example is the digital terminals present in some fast-food restaurants, where customers can order their meal before collecting it (and sometimes paying for it) at the checkout.

      Thanks to a user-friendly interface, thse digital terminals provide access to information and/or applications dedicated to retail. Interactive terminals can be wall-mounted or freestanding.. Elles sont même parfois autonomes, comme c’est le cas par exemple des tablettes présentes en caisse. Leur usage peut aussi varier. On fait ainsi la différence entre les bornes pour payer, les bornes de jeu, ou encore les bornes d’informations.

      Technically, digital terminals can be connected to the Internet via a wi-fi or LAN connection. This makes it easier to customise the display, update it remotely, or integrate new sales media such as marketing games. All of these levers make it possible to make the kiosk more eye-catching and engaging, and so encourage customers to interact with it.

      interactive terminals

      What are the advantages of an in-store interactive terminal?

      Interactive terminals are part of a more general trend towards digitising points of sale, in the same way as digital checkout systems. These tools are very interesting for brands, as they enable them to improve their in-store experience and respond to a wide variety of their commercial challenges.

      Here are the top 5 reasons why businesses should consider installing an interactive terminal at their physical points of sale.

      1. Stand out from the competition with an in-store interactive terminal

      First impressions count for a lot in retail. Installing interactive terminals in-store can intrigue passers-by and make them want to discover the world of your brand. It’s a great way to increase traffic at its points of sale. It will also give the company a more modern image and encourage customers to familiarise themselves with its products, services, etc.

      Interactive terminals also provide a link between the physical and digital experience. Consistency between these different communication and distribution channels will anchor the brand (its logo, its messages) in the minds of consumers. Consumers will find it easier to remember their experience with the company, which will encourage them to return to its shops or e-commerce site.

      2. An interactive terminal for collecting customer data

      When they interact with a digital terminal, a shop’s customers provide it with crucial information about themselves and their purchasing habits. This is particularly the case with interactive terminals that invite consumers to fill in a form before they are invited to take part in a survey or competition.

      Brands can collect first-party data in this way such as the demographic profile of their customers or their contact details. Data collection also includes invaluable information about their expectations, budget, preferences, etc.

      Thanks to this data, brands can better understand their customers. They will be able to adjust their offering and their customer experience to better meet their customers’ needs.

      Phygital experience webinar

      3. Maximising conversions with in-store digital terminals

      Although they can be expensive to purchase, digital terminals are a worthwhile investment for brands. They have a positive impact on shop sales because digital signage is much more effective than static displays for presenting your offer and advertising. The multimedia content displayed on interactive terminals is more dynamic than a simple poster, and therefore more engaging.

      The digital terminals also provide a comprehensive overview of the product catalogue If a product is no longer available in shop, customers can order it directly from the terminal and have it delivered to their home. In this way, the brand can also offer to customise your items or even recommend complementary products. This will significantly increase their average shopping basket, and therefore their revenue.

      Given that it is now possible to hire temporary kiosks for a commercial operation, this marketing tool is becoming increasingly accessible. And its Return On Investment (ROI) is even more attractive.

      4. Offering an interactive in-store experience thanks to a phygital device

      Another way of maximising revenue from physical shops and building customer loyalty is to offer an exceptional customer experience. Interactive terminals help to achieve these commercial objectives in a number of ways.

      First and foremost, the digital terminals will help visitors to find their way around more effectively. They can, for example, tell them which department a product is in or what stocks are available. The terminals also share more precise information than a simple label or even a gondola. This will enable customers to make better decisions, which will increase their satisfaction while limiting returns.

      Above all, an interactive terminal can make the in-store experience more entertaining and profitable for customers. For example, it will give them the opportunity to benefit from advantages (such as free goodies or discount vouchers) by taking part in a survey or a scratch card game. Là encore, gamification and interactivity of the in-store experience are powerful drivers of satisfaction, conversion and retention.

      5. Save your sales staff time with interactive terminals

      Interactive terminals take self-service to the next level. They are ideal for improving the efficiency of sales teams and saving employees time.

      The sales team will spend less time providing information to customers, taking orders and processing payments. This will enable them to devote more time to consulting and to creating a genuine human relationship between the company and its customers.

      An interactive terminal is an excellent way of increasing shop traffic and generating more sales. Combine the benefits of a phygital device with those of gamification by integrating interactive games into your kiosk. Adictiz offers a new service, the Playable Instore, to liven up your points of sale. Contact us to find out more.

      Team building: 5 ideas for workplace competitions

      Team building: 5 ideas for workplace competitions

      Are you looking for a fun, original and interactive way to strengthen cohesion within your teams or to motivate your employees? Workplace competitions are an effective way of engaging and rewarding your employees while reinforcing their sense of belonging to your organisation.

      We’re going to share with you some ideas for competitions or interactive events that can be launched in-house to challenge teams in a fun way.

      The benefits of interactivity and games to motivate employees

      In 2006, Netflix decided to organise an open competition to improve its recommendation algorithm CInematch. The prize is an exceptional 1 million dollars.

      Armed with user data, employees of the video-on-demand platform competed to design an algorithm capable of outperforming Cinematch by predicting how users would rate a new film based on their previous preferences.

      Three years later, two teams managed to beat Cinematch and ended the competition. This example clearly shows that, used wisely, in-house challenges can be a good way of pushing employees to excel, strengthening collaboration and team cohesion.

      On a day-to-day basis, internal competitions can have a number of benefits for your company.

      Training your teams the fun way

      Rather than organising a traditional training workshop or seminar, a company can opt for an interactive competition. It’s an excellent way of transmiting information in a more entertaining way and boost internal communication.

      You can raise awareness of a CSR initiative (such as environmental protection) by organising an interactive quiz around the theme, or a competition such as the Fresque du Climat. In this way, employees are kept informed of the company’s long-term strategy and are regularly involved in its implementation.

      Reinforcing a sense of belonging to the company’s values

      A sense of belonging is a crucial issue for a company’s success. This is all the more the case in a context where teams may be spread across several countries around the globe and where hybrid and remote working is becoming widespread.

      Internal competitions and surveys, for example, are a simple and effective way of collecting feedback. They will help to improve the company’s internal culture so that it better reflects the expectations and aspirations of its employees. But other team-building challenges are just as relevant for strengthening employee support and improving the company’s image internally (and externally).

      Like Netflix, you can challenge your teams by involving them in certain choices (logo change, new product design). The fun, interactive format will bind employees together around a common challenge and help new ideas to emerge.

      Boosting team cohesion and stimulating performance

      Internal competitions also contribute to employee motivation and productivity. After all, it’s when you’re having fun that you’re most effective, simply because you don’t feel like you’re working.

      in-house game my Lidl
      Organising a company competition helps to create a more fun and stimulating environment. It’s an effective way of increasing employee satisfaction and retention. For example, employees can be challenged to achieve sales targets to boost their productivity.

      This gamified format is also an excellent way of rewarding the most motivated employees without creating tension within your teams. Everyone can take part and has a chance of winning a prize (tickets for a show, a trip offered by the company, etc.).

      Lidl regularly organises workplace competitions as part of its drive to improve working conditions. The ‘My Lidl’ operation is an event that is always eagerly awaited.

      Our ideas for corporate competitions

      The whole point of workplace competitions is that they can take any form you like, depending on the specifics of your organisation and the objectives you want to achieve. If you’re looking for ideas for workplace competitions, here are some suggestions that you can adapt to your teams.

       

      1. The photo contest

      Photo competitions are a great way to unleash employees’ creativity and encourage them to share their personal experiences at work. Phillips, for example, has used this approach to strengthen its employer brand and facilitate future recruitment. Philips employees were invited to share photos of themselves at work on social networks via the hashtag #LifeAtPhilips.

      2. The in-house culture quiz

      Quizzes such as Trivia (a quiz with several choices of answers) are also a fun mechanism that is particularly well-suited to the corporate world. It’s an excellent way of testing employees’ knowledge of the organisation’s history and values, and strengthen cohesion and a sense of belonging within its teams.

      Gamification games catalogue

      3. The performance challenge

      When organised fairly and inclusively, performance competitions are an excellent way of boosting employee motivation. One of the most popular forms of performance competition is based on key performance indicators (KPIs), particularly within sales teams. This internal competition rewards employees who have exceeded their sales target.

      4. The treasure hunt

      A treasure hunt in the company’s physical offices (or in a virtual recreation for remote teams) is also an excellent way of engaging employees. The company can hide surprise prizes on its premises or within a gamified application.

      5. The winning calendar

      Companies who want to reward their staff over Christmas can do so via an Interactive Advent Calendar. Very easy to organise online, this in-house competition can be used to distribute gifts (through games such as the Instant Winner, the one-armed bandit or the random drawing) every day from 1 to 24 December.

      5 tips for launching workplace competitions

      The game is therefore an original and effective way of engaging employees and strengthening team cohesion within the company. Be careful, however, to ensure that everyone can take part and that it does not create unhealthy competition between its employees.

      Adictiz recommends that you :

      • Think about the objectives you want to achieve with your in-house game and choose the right format accordingly;
      • Choose an easy-to-use gamification tool to organise your digital competition and enable all your employees (even those working remotely) to take part.
      • Get your employees involved to come up with new ideas for in-house competitions;
      • Choose the right rewards and prizes to motivate your employees;
      • Ask for feedback once the internal marketing campaign is over to assess its impact and improve future initiatives.