Brugseni’s digital loyalty program features strategic gamification marketing to generate even more sales opportunities and a higher conversion rate.
Brugseni is one of Greenland’s largest supermarket chains, founded in 1991 as a union of separate cooperatives dating back to 1963. It is 100% owned by the Greenlandic people and is present in 8 cities, with 18 stores. Brugseni has approx. 600 employees and several thousand people through their stores daily.
Converted from customer to loyal member
Greenland’s largest supermarket chain, Brugseni, used gamification as part of its marketing strategy for the launch of its new app, a part of their digital loyalty program. They created a Wheel of Fortune to enrich their customer data and offer loyal customers a little extra, including discount codes, popular products, and a chance to win a grand prize.
USE OF PROMOTION CODES
Many promotion codes were up for grabs and this drew in many participants.
EXISTING MEMBERS WERE CONVERTED TO THE LOYALTY PROGRAM
More than 50% of the existing members were converted to Brugseni’s new digital loyalty program.
“We wanted to create even more advantages and a higher conversion rate towards the app. So, we chose to launch a strategic collaboration with Scratcher as our gamification-platform. Flexibility, ease, and the many opportunities that gamification gives us to take our company in new and exciting directions have been the key elements of our collaboration. We are very satisfied with the results.
In fact, more than half of our members switched to the new platform and will enjoy new offers from it. We can only recommend others to try gamification and here is where Scratcher delivers. Indeed, they provide both the technical solution behind but also the dedicated and competent employees, who make the whole thing work.” – Benny Reffeldt Otte, Marketing and Communications Officer, Brugseni
Successful gamification marketing strategy
With a targeted plan and great focus on execution, Brugseni succeeded with good results. In fact, their campaign saw both recuring visitors and unique participants. We know that the population of Greenland is approximately 56.000, so, it must be satisfying to get 57.000 participants to play the game through the campaigns!
The combination of having both grand prizes and consolation prizes was essential to Brugseni’s gamification marketing strategy. The different promotion codes were welcomed and used diligently in the stores.