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How Rito.dk achieved an ROI of 19,5%

Using discount codes as a consolation prize resulted in increased traffic to their webshop and an ROI of 19,5%.


Rito.dk is an online yarn and hobby shop with offices and a warehouse in north-western Denmark. Founded in 2014, they now employ 65 full-time employees, several which have experience running e-commerce webshops. They have combined this expertise with many years of experience and passion in knitting, crocheting, and other hobbies.

Incentive to visit the webshop

By activating and promoting their campaign across all marketing channels, Rito.dk managed to create a very successful Christmas campaign using the classic Slot Machine format. Their combination of both grand prizes and consolation prizes proved to be a very effective strategy, as the consolation prizes were discount codes that could be used directly in their webshop. Compared to Rito.dk’s previous year, there was an obvious increase in both traffic and revenue growth due to the implementation of their Scratcher campaign.


“The goal of our activity was to generate both leads and revenue. We had set up a slot machine where there were a number of main prizes up for grabs. In addition to the main prizes, there was a new consolation prize each day. The consolation awards consisted of various discount codes and free items. Thanks to the consolation awards that helped get participants to convert, we experienced an ROI of 19.5+ thousands of new mail and SMS permissions.”
Kasper Toxvig
Kasper Toxvig
Marketing Manager, Rito.dk

The winning results

With a launch during one of the year’s biggest events—Christmas—Rito.dk embedded the campaign on their own website using an automatically generated JavaScript embed code, ensuring that it was visible for the widest audience possible.

  • 2 out of 3 of the participants were new permissions
  • Participants returned and tested their luck 5,6 times on average throughout the campaign
  • Using discount codes as a consolation prize resulted in increased traffic to Rito.dk’s webshop, and a ROI of 19,5% due to this increased traffic.

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