How ECOOKING Uses Gamification Marketing to Strengthen Customer Engagement and Brand Loyalty

At the helm of ECOOKING's eCommerce and digital strategy is Martin Vad Rudbeck Jespersen, the Head of eCommerce and Digital Media. Since joining the company in April 2024, Martin has been instrumental in aligning the brand’s digital strategies with its customer-centric vision.

About ECOOKING

ECOOKING, a Danish skincare brand, is celebrated for its high-quality, eco-friendly products tailored to a variety of skin types and needs. Founded on the principles of transparency and sustainability, ECOOKING has become a trusted name in the beauty industry.

While eCommerce makes up 20% of ECOOKING's total revenue, Martin highlights the critical role of digital innovation in driving growth and engagement. The brand combines a direct-to-consumer model on its Danish eCommerce platform with a strong B2B network of physical retailers, creating an omnichannel experience that allows customers to access ECOOKING products online or in-store.

ECOOKING's approach to eCommerce and omnichannel strategy

ECOOKING's journey with gamification marketing began with the search for a flexible, cost-effective alternative to their previous tool. Scratcher emerged as the ideal platform due to its affordability, intuitive interface, and easy integration with ECOOKING's tech stack, including Klaviyo for email marketing. Importantly, this transition did not lead to the loss of any essential features, allowing ECOOKING to continue focusing on customer engagement.

The primary objective of gamification at ECOOKING is to educate and inspire customers while fostering engagement among its core audience—primarily older demographics seeking guidance on skincare routines. For instance, ECOOKING introduced an interactive skincare test to help customers identify the right products and their application order. This initiative addressed a common customer pain point—confusion around skincare routines—while reinforcing ECOOKING's role as a trusted advisor in the beauty industry. “Gamification is a very important tool for us in supporting our brand-building journey because it provides a platform where we can do a lot of different things. Depending on the type of game or test we create, people engage with the brand in a completely different way,” Martin adds.

“In the eCommerce world, gamification allows us to deliver real value to those who participate. They leave not only entertained but also educated, which strengthens their connection to our brand.” — Martin Vad Rudbeck Jespersen, Head of eCommerce and Digital Media

Beyond always-on campaigns: seasonal gamification initiatives

In addition to its always-on test campaign, ECOOKING uses gamification tools for seasonal initiatives. During the last Black Friday, the brand implemented a Spin-the-Wheel campaign to engage web shoppers and offer exclusive deals. ECOOKING's Black Friday Spin-the-Wheel campaign, which ran throughout November, was a highly successful seasonal initiative designed to generate excitement and drive conversions during a critical shopping period. Customers participated in the game to win discounts, free products, or exclusive offers, adding a sense of urgency and fun to the shopping experience. "It was a very big success in terms of sales and conversions and contributed to a great Black Month," Martin shared.

By integrating gamification with discount codes, ECOOKING successfully tracked the campaign’s direct impact on revenue. The Spin-the-Wheel campaign significantly boosted customer engagement and served as an entertaining and effective way to promote holiday deals.

The impact of gamification marketing

ECOOKING's primary key performance indicator (KPI) for gamification is community engagement, tracked through the number of participants interacting with Scratcher games across channels such as email newsletters, on-site experiences, and social media campaigns. Martin highlights that gamified content, such as quizzes and interactive games, consistently outperforms other formats in A/B testing.

While direct revenue attribution remains a challenge, Martin sees a strong correlation between engaged sessions, increased brand awareness, customer loyalty, and eventual conversions. Looking ahead, ECOOKING plans to focus on tracking time-to-conversion and average order value to further quantify gamification’s impact on revenue.

Addressing scepticism about gamification

Martin acknowledges that some view gamification as a gimmick but stresses that its success lies in thoughtful execution.

“I’ve seen firsthand how gamification can drive engagement and build brand loyalty. Many are sceptical, viewing it as a mere trend or potentially damaging to their brand. However, our experience tells a different story. For those sceptical about gamification in eCommerce, I encourage you to keep an open mind. You might be surprised by the engagement and brand affinity it can generate.”

The key, Martin says, is to align gamification with brand identity and customer value.

“It doesn’t have to be complicated—start small, see how your audience responds, test, and learn.”

Looking ahead, Martin envisions a more structured and frequent use of gamification at ECOOKING. This includes experimenting with new formats, integrating gamification into monthly activation plans, and enhancing personalisation through data-driven insights. Gamification marketing will remain a strategic lever in ECOOKING's brand-building efforts.

Key takeaways from ECOOKING's gamification journey

1. Focus on value: Gamification should educate and entertain customers while aligning with their needs.
2. Align with brand identity: Thoughtful design ensures gamification strengthens, rather than dilutes, brand perception.
3. Test and learn: Experiment with different formats and integrate gamification into year-round strategies to maximise results.