--- title: "Greenland's Largest Supermarket Chain: Brugseni" description: "How Brugseni, Greenland's largest supermarket chain, used a wheel of fortune to launch its loyalty app and convert over half of its members to it." url: https://scratcher.io/customers/greenlands-largest-supermarket-chain-brugseni language: en --- # Greenland’s Largest Supermarket Chain: Brugseni Brugseni used a wheel of fortune to launch its new loyalty app, converting more than 50% of existing members to the digital programme. Brugseni April 23, 2024 ![Brugseni Divi Plussi wheel of fortune with discount prizes on a chalkboard background](https://scratcher.io/img/containers/assets/cases/greenlands-largest-supermarket-chain-brugseni.webp/552036320c4d87b8ff6ed6430c2c6d12/greenlands-largest-supermarket-chain-brugseni.webp) Brugseni’s digital loyalty programme features strategic gamification marketing to generate even more sales opportunities and a higher conversion rate. ## About Brugseni [Brugseni](http://brugseni.gl/) is one of Greenland’s largest supermarket chains, founded in 1991 as a union of separate cooperatives dating back to 1963. It is 100% owned by the Greenlandic people and is present in 8 cities, with 18 stores. Brugseni has approx. 600 employees and welcomes several thousand people through its stores daily. ## Converted from customer to loyal member Greenland’s largest supermarket chain, Brugseni, used gamification as part of its marketing strategy for the launch of its new app, a part of their digital loyalty programme. They created a Wheel of Fortune to enrich their customer data and offer loyal customers a little extra, including discount codes, popular products, and a chance to win a grand prize. Many promotion codes were up for grabs and this drew in many participants. More than 50% of the existing members were converted to Brugseni’s new digital loyalty programme. > “We wanted to create even more advantages and a higher conversion rate towards the app. So, we chose to launch a strategic collaboration with Scratcher as our gamification-platform. Flexibility, ease, and the many opportunities that gamification gives us to take our company in new and exciting directions have been the key elements of our collaboration. We are very satisfied with the results. In fact, more than half of our members switched to the new platform and will enjoy new offers from it. We can only recommend others to try gamification and here is where Scratcher delivers. Indeed, they provide both the technical solution behind but also the dedicated and competent employees, who make the whole thing work.” — Benny Reffeldt Otte, Marketing and Communications Officer, Brugseni ## Successful gamification marketing strategy With a targeted plan and great focus on execution, Brugseni succeeded with good results. In fact, their campaign saw both recurring visitors and unique participants. With a population in Greenland of approximately 56,000, it must be satisfying to get 57,000 participants to play the game through the campaigns! The combination of having both grand prizes and consolation prizes was essential to Brugseni’s gamification marketing strategy. The different promotion codes were welcomed and used diligently in the stores. 50%+ of members converted to the new loyalty app CompanyBrugseni 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 As far as CPM goes, it was one of the lowest we've ever experienced. It was the first time we had something so aggressively tactical without just focusing on the product price. Mila Hvilshøj Head of Marketing, Burger King Denmark & Sweden Gamification in marketing has shown us that campaigns can be much more holistic than we're used to. They can raise awareness, significantly improve our metrics, and draw new users to the platform. 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