The enriched first-party data was used to send personalised content to customers after their purchases.
About BON'A PARTE
BON’A PARTE is a Danish fashion brand that designs clothes with a Scandinavian touch for the modern, feminine woman. Located in Denmark, Sweden, Norway, Germany, Switzerland, the Netherlands, and Belgium, BON’A PARTE has been part of the successful fashion group DK Company A/S since 2015.
Gamification marketing in all markets, year-round
Using the My Favourites game format, BON’A PARTE achieved a significant increase in their supply of quality leads and further enriched their existing customer data. With the data gathered from their gamified campaign, the fashion retailer was able to enable intelligent and more personalised after-sales communications via email automation.
To access the game, visitors first entered their information and signed up for BON’A PARTE’s newsletter. The My Favourites format asked participants to put together a complete outfit—they chose their favourite top, bottom, and footwear from a series of pre-selected product categories determined by BON’A PARTE. The categories were carefully selected month by month for seasonal purposes and the products that are shown depend on the behaviour of the individual user. This product selection was powered by Raptor Smart Advisor. If no user behaviour had been registered within these categories, the game would display “fallback products” from the most viewed product categories.
“We have been working with Scratcher for 3 years now. The partnership has been smooth and rewarding in terms of lead generation and sales. Scratcher has been an extremely competent business partner. In fact, they continuously made the effort to achieve the customer’s satisfaction.” — Jesper Holst, Ecommerce Sales & Operation Manager, DK Company
Results
- 80% conversion rate
Gamification marketing strategy
Each month, via BON’A PARTE’s email marketing system, a winner is automatically selected. The winner subsequently receives an email notification, letting them know that they have won the grand prize. All other contestants receive an automatic consolation prize featuring a voucher and a round-up of their selected products. As a result, this email outperforms all others on click price, at a significantly lower cost than social media.
The results? Their emails had a significantly higher opening and contact rate compared to traditional marketing emails due to the more personalised content.
