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Converting loyalty into sales: POWER's Black Friday gamification campaign

This campaign was focused on converting both new and existing MyPower loyalty program members. The campaign resulted in a significant gain of 60,000 new email permissions, aligning with POWER’s strategy to capitalize on their strong conversion rates from leads to customers.

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POWER A/S is one of  the Nordic largest retailers of consumer electronics and white goods. They have more than 300 stores distributed throughout Scandinavia.

Power's Story

Joakim Sigvardt, Group Omnichannel Director, and Cecilie Lundberg, CRM Coordinator at POWER, recently highlighted their successful Black Friday gamification campaign, primarily aimed at converting new and existing members of their MyPower loyalty program. This campaign, which led to an impressive 60,000 new email permissions, was part of POWER’s strategy to leverage their high conversion rates from leads to customers.

 

At the heart of their approach was the MyPower program, designed to incentivize customers with points and rewards for their purchases. To drive engagement and growth, POWER’s marketing team introduced a wheel of fortune game, a tactic previously proven effective in boosting sign-ups and expanding both their email list and the MyPower community. The campaign, spanning from November 10th to 26th and focused on the Danish market, resulted in a significant increase in permissions, with thousands of new entries and 45,697 new members joining MyPower. The enticing benefits of bonus points and discounts were key in drawing people to the loyalty program.

 

The campaign’s success was highlighted by the projection that 85% of the 136,000 unique participants are expected to make a purchase, according to existing data. demonstrating the strength of POWER’s integrated marketing strategies. These strategies combined various channels such as newsletters, social media, TV commercials, and website pop-ups, all consistently promoting their products and reinforcing the campaign’s objectives.

“In my experience, generally over 50% of those who engage in a Scratcher game, whether they’re existing customers or new leads, tend to convert within a reasonable period. However, this can rise to as much as 85%, depending on the specific campaign and its outcomes.”
Joakim Sigvardt
Group Omnichannel Director at POWER

In two weeks, POWER gamification marketing campaign generated:

Planning and executing a successful Black Friday gamification campaign

According to Cecilie, who is in charge of doing all the newsletters and the text messages for the brand, setting up the selected wheel game was a quick process, it took her just an hour, while organising the associated logistics took a few more hours. The entire Black Friday campaign, which was fully integrated and aligned with the marketing department, was completed in approximately ten days.

 

The discussion also included how Power integrated Scratcher to their CRM system, Voyado, into the campaign’s backend. This integration process was straightforward and any arising issues were promptly resolved. Data, along with email and SMS consents, were sent to Voyado, resulting in customers being added to the contact list.

 

The careful selection of prizes in their campaigns was a deliberate strategy. They chose popular products that are frequently featured in their marketing channels, enhancing recognition and interest. This approach has proven effective, as the high recognition of the prizes fosters sustained interest. Participants often recognize a product from a TV ad and then discover they can win it in the game, creating a strong link.

 

The campaign’s engagement level was evidenced by the fact that of the 300,000 participations, they came from 136,000 unique entries, indicating that many engaged multiple times, highlighting its success as a multi-day campaign. Significant engagement was driven by website pop-ups, which reached 1.4 million viewers, and text messages that guided people to participate in the game on the website.

 

This innovative campaign has established, once again, POWER as a forward-thinking player in the consumer electronics category. By incorporating gamification marketing and strategic planning, they effectively engaged customers, gathered consents, and enhanced conversion rates. Power’s focus on creating personalised experiences and customer satisfaction is clear from their effort in building relationships and evaluating the campaign’s effectiveness.

 

Power identified crucial insights for eCommerce/Retail Marketing and Data teams:

  • The potential for recapturing consent should not be underestimated. Even with high existing consent rates, there’s always an opportunity for growth. Despite already possessing a substantial number of email consents, POWER managed to acquire about 60,000 additional consents during the Black Friday gamification campaign.
  • While generating leads is valuable, converting them into customers is what truly drives business expansion. POWER didn’t just collect email consents; they also attracted approximately 45,697 new MyPower club members, increasing the customer base potential and revenue. Loyalty programs like MyPower are a win-win, customers get bonus points & exclusive deals, while businesses get loyal customers. Plus, it’s a great way to extend your interaction with your customer beyond the point of purchase.

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