This furniture retailer achieved 380% growth in loyalty club members through their year-round activation campaigns using Scratcher's gamification marketing platform.
About Jacobsen Møbler
Renowned for its high-quality furniture and inspiring interior designs, Jacobsen Møbler started as a physical store and has since expanded online, offering a vast range of products to a broader audience.
In this chat, Camilla Skelgaard, Digital Marketer at Jacobsen Møbler, shared her experiences using Scratcher's gamification platform to create gamified marketing campaigns throughout the year.
In one anniversary campaign, they gained 4,000 new loyalty club members
The furniture retailer brand’s primary goal was to engage and connect with customers while simultaneously collecting data to improve the customer experience with the brand.
Camilla had been using Scratcher's platform for approximately two years. She emphasised how Scratcher enabled the brand to generate leads in a fun and innovative manner.
Jacobsen Møbler’s product range includes indoor and outdoor furniture, lighting, and home accessories, providing a wide array of items for promotion through these campaigns.
Under Camilla’s guidance, Jacobsen Møbler experienced a remarkable 380% growth in their loyalty club membership, escalating from 25,000 to approximately 120,000 members. A significant portion of this growth was attributed to the effective use of Scratcher’s interactive campaigns. This increase played a pivotal role in expanding the brand’s newsletter subscriptions and personalising customer experiences.
Camilla’s strategic use of Scratcher involved various campaign formats like the Wheel of Fortune, Personality Tests, Mystery Box, Scratch Card, Quiz, and more. She tailored these campaigns to align with seasonal events such as Christmas, Valentine’s Day, and Black Friday, ensuring year-round engagement.
One of the most successful campaigns was the brand’s birthday event, which boasted a 45% conversion rate and generated 14,702 participants, and 4,000 new members to the brand loyalty club. This campaign featured a recognisable furniture piece as a prize, sparking considerable interest and engagement.
Reflecting on the effectiveness of these campaigns, Camilla revealed that after the campaigns finished most participants remained as members of the loyalty club, continually inspired by Jacobsen Møbler’s offerings.
Camilla’s experience with Scratcher's platform at Jacobsen Møbler illustrates the potential of interactive marketing in engaging customers, generating leads, and boosting brand loyalty. Her strategic use of the platform for year-round campaigns has not only increased the brand’s member base but also fostered a deeper connection with its audience.
“Scratcher’s platform is incredibly user-friendly. It’s an excellent tool for broadening our reach, seamlessly integrating with our website and email marketing. It has significantly impacted our lead generation and increased the loyalty club members.” — Camilla Skelgaard, Digital Marketing Specialist
Results
- 32,893 Unique Visitors
- 14,702 Unique Participants
- 45% Conversion Rate
Planning and executing a successful interactive marketing campaign
A key success factor Camilla highlighted was the platform’s user-friendliness and how easily it integrated with the company’s website and email marketing strategies.
Regarding campaign development, Camilla worked mostly independently on the Scratcher platform, mentioning that it could take as little as a day to organise a campaign or up to a week for more complex ones like an advent calendar for a Christmas seasonal campaign.
In terms of marketing strategies, Camilla used a mix of organic posts on social media platforms, advertising, newsletters, and member magazines to promote these interactive campaigns. She also employed website pop-ups to enhance participation.
Camilla suggests incorporating GIFs into the creative materials for campaign activation across social media, advertisements, and email marketing. During the anniversary campaign, the open rate achieved an average of 70% across all email communications throughout the campaign period.
