Havinga successful loyalty programme is a pivotal part of running a business as a retailer. Loyalty programmes are structured initiatives that incentivise customers for their ongoing engagement. By offering rewards, exclusive benefits, and tailored promotions, these programmes encourage customers to return, deepening their connection with the business.
One effective way to enhance a loyalty programme is through gamification. But what is a gamification platform? It’s a software solution that incorporates game-like mechanics, such as points, rewards, challenges, and progress tracking, to influence customer behaviour and increase overall engagement with the retailer. Gamification motivates customers and boosts loyalty by offering exciting rewards, challenges, and leaderboards, tapping into people’s natural desire for competition, achievement, and recognition.
As gamification increasingly becomes a ‘must-have’ for running a successful loyalty programme, our client, Samkaup, recently launched games as part of their portfolio of exciting digital solutions. Through their already successful loyalty programme, they wanted to further incentivise customers and increase traffic both online through their app and offline in stores.
The Lobyco and Samkaup Journey
Lobyco and Samkaup began their journey together in early 2021 when Samkaup launched their new customer loyalty app. Although games were just recently introduced, they had been on Samkaup’s radar for a long time. When planning the app’s implementation back in 2020, they quickly added gamification to their to-do list as a future component of their loyalty programme. Therefore, launching games in the app marks a significant milestone for Samkaup. Since the launch, the games have already shown great promise and delivered impressive results.
Gamification format and results
The first game was a spin-to-win format, giving users the chance to win selected prizes. These included rewards such as 12 cans of Pepsi Max and a 50,000 Icelandic Krona credit in the app. The engagement was overwhelming from day one, far exceeding expectations. On the first day of the game's availability in Samkaup’s app, 4,500 users played the game 5,300 times, 550 users won prizes, and 148 collected their prizes in-store.
Since then, the game has continued to engage many Icelandic shoppers. Looking at the numbers from December to January, Samkaup recorded 78,204 game attempts, with 3,581 users winning prizes. To maintain momentum, Samkaup introduced new games in January following the success of their daily Pepsi Christmas games. These new games have also performed well. From January to February, 34,316 games were played, and 6,058 users won, resulting in a win rate of 17.7%. By combining different types of games, Samkaup keeps customers engaged, drives traffic to stores, and has made their loyalty programme even more rewarding since adding games to their list of features. We can’t wait to see Samkaup continuing to engage their customers through a broad variety of gamification.
