It’s clear that merging online and in-store campaigns is a game-changer for retailers. A recent chat with Andrea from Deichmann confirmed this. Andrea's journey with Deichmann since 2018 shows a dynamic shift in retail focus towards online platforms. Let's talk about how gamification and omnichannel strategies can lead to retail success.

Andrea shared that some of Deichmann’s most effective gamified campaigns have tied their online presence with in-store activations. This omni-channel approach where campaigns leverage both digital and physical touchpoints sees much higher engagement levels. Specifically, their "Spin and Win" games formats that have posters and QR codes in stores linking to the online games tend to perform
very well.

"It raises awareness and engagement, and also improves our visibility and understanding of who our customers are in the physical stores, especially during times when there's already activity around them, since it attracts attention and sparks curiosity."

Tying digital campaigns to higher traffic physical locations taps into the strengths of both channels. The key is making sure the campaign messaging is consistent across channels so customers recognize it as one integrated experience.

While increased brand awareness and website traffic are useful metrics, Deichmann’s primary measure of success with gamification campaigns has been new lead generation. Over their years leveraging Scratcher and gamification campaigns, they’ve seen substantial additions to their direct marketing subscriber lists.

According to the numbers: With Deichmann initial campaigns, they saw a 60% increase in leads, and they retained 70% of those generated through gamification. As many marketers can surely relate to, growing high-quality marketing lists sustains long-term success, so gamification has become an important channel for Deichmann’s growth.