--- title: "Deichmann: Connecting Online and In-Store With Gamification" description: "How Deichmann links in-store QR codes to online spin-and-win games, boosting leads by 60% and reaching a 51% conversion rate at Christmas." url: https://scratcher.io/customers/gamification-marketing-in-retail-connecting-online-and-in-store-experiences language: en --- # Gamification Marketing in Retail: Connecting Online and In-Store Experiences How Deichmann connects in-store posters and QR codes with online games to grow leads, with a 60% lift in leads from its first campaigns. Deichmann Brand Engagement April 30, 2024 ![Deichmann Christmas game where players choose one of three gift boxes to win](https://scratcher.io/img/containers/assets/cases/gamification-marketing-in-retail-connecting-online-and-in-store-experiences.webp/226d1522b7e0cb60c1afac56890afd7a/gamification-marketing-in-retail-connecting-online-and-in-store-experiences.webp) We recently had the pleasure of speaking with Andrea Edström, Ecommerce Country Manager for Deichmann in the Nordics, about how they have implemented gamification campaigns to drive business growth and engagement. ## About Deichmann Deichmann is one of Europe's leading shoe companies, with over 4,700 stores across the continent. ## How offline channels benefit from gamification Merging online and in-store campaigns works well 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 omnichannel approach, where campaigns use both digital and physical touchpoints, sees much higher engagement levels. Specifically, their "Spin and Win" game formats, with 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 recognise 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 using Scratcher and gamification campaigns, they’ve seen substantial additions to their direct marketing subscriber lists. According to the numbers: With Deichmann's 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. > “I find the Scratcher platform intuitive to use, and the support is always accessible. You’ve been incredibly helpful at all times, especially when I was new and experimenting with different formats. I also frequently use the chat function for quick and easy help, which is very efficient.” — Andrea Edström, Ecommerce Country Manager for Deichmann in the Nordics ## Results from the latest Christmas campaign - **11,035** unique visitors - **5,638** unique participants - **51%** conversion rate ## Advice for successful retail gamification When considering adding gamification to retail, Andrea stresses the importance of a deep understanding of your target audience. The incentives and rewards should align with what genuinely motivates your customers to engage. Andrea's mantra is simple: ***"Make it super fun and easy."*** It's crucial to monitor and iterate your campaigns based on performance to optimise engagement levels. However, be careful not to overwhelm your customers with excessive gamification promotions. When used effectively, gamification should enhance the customer experience, not detract from it. Andrea's favourite was the "drop game" campaign, which turned out to be a hit due to its engaging and viral nature, making it perfect for mobile audiences where most interactions occur. She values this format for its fun and functional blend, adaptability, and visual appeal. In conclusion, the most impactful campaigns are those that engage on multiple levels: they capture leads, strengthen the brand, and provide a fun, smooth experience, particularly on mobile platforms. Andrea also emphasises that games offering voucher codes as prizes have significant potential to drive conversions. For retailers considering gamification, the key is not to rush. It's about aligning the game closely with your brand's activities and ensuring it connects with your audience, transforming a simple game into a community-building tool. 60% increase in leads CompanyDeichmann GoalBrand Engagement, Customer Activation Industries[Retail](https://scratcher.io/industries/retail) Make your first campaign today Make your own campaign in minutes. Free for 14 days, no credit card required. [Start free trial](https://platform.scratcher.io/en/register) ## What our customers say 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. Joakim Sigvardt Group Omnichannel Director, POWER With Scratcher, cost per lead has dropped, and volume is no longer difficult to achieve. It builds loyalty and gives customers a reason to come back. Bettina Engel Nielsen Marketing Consultant, EWII Measuring cost per new donor, we've seen that these pre-engaged leads significantly reduce acquisition costs compared to other channels. 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