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Ali-Aoun Riazson

Marketing Lead at Scratcher

Gamification Marketing in the Fashion Industry

With the digitalisation of the fashion industry, the importance of social media campaigns, influencer marketing, digital clothing experiments, and many other new tactics come into play. The tech transformation of the fashion industry has reinforced the desire to escalate brand reach and increase revenues. It’s an industry that has been in the digital world for a long time, but what we’ve seen in recent months takes it a step further as it enters into gamification territory.

Gamification marketing describes the use of gaming mechanics in a non-gaming context. It’s designed to create interest and provide opportunities to acquire new leads and collect data.

In a challenging industry like fashion, gamification can provide that extra detail which can be crucial to lead customers to make a purchase with your brand. It’s incredibly easy to integrate with your website, social media, and other communication channels. Moreover, it allows you to achieve a greater reach in a cost-effective way.

What challenges can gamification help with?

  • Increase brand awareness
  • Boost the acquisition of permissions
  • Strengthen customer loyalty
  • Identify new leads
  • Assist with the collection of relevant data
  • Create a unique customer journey

How others are doing it

Message, a multi-brand store with a wide selection of Danish and international fashion, applied gamification to their marketing efforts with impeccable style.

The brand had a desire to activate its customers and find a cost-effective tool that could create results. With Scratcher, they implemented a Wheel of Fortune on their website with the goal to acquire permissions and, ultimately, increase their revenue. The main prize for the campaign was a gift card for 10,000 DKK. In addition, there were other prizes of discount codes and chances to win specific products, among others.

Customers responded very well to this initiative and the campaign exceeded all expectations. Here are the results:

Message’s achievements prove that, by presenting products or services in an interactive way, you can create a memorable experience and receive greater interaction from both new and potential customers—while also staying ahead of your competition.

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Conversion Rate

As many as 95% of visitors chose to sign up for the newsletter

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Boom in participants

The campaign received more than 48,000 unique participants

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Consolation prizes were a win

Good consolation prizes led to high commitment and this could ultimately be seen in Message’s revenue

Make a plan!

Gamification provides countless opportunities to make shopping more exciting for your customers. Whether it’s in-store or online, you have the freedom to create a unique gamified experience with just a little imagination.

There are many possibilities, but it’s important to remember that gamification works best when you have a subsequent plan with the collected leads.

Whether it’s a simple quiz, competition, poll, or interactive game, gamification is the way forward, especially for the fashion industry.

What's Next?

When done right, gamification captures users’ attention and increases their commitment to a purchase transaction.

Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.

Create a free account today and our team will help you get started using gamification marketing in your business.

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