Gamification marketing for retail
Retail has a simple problem: most of the people who walk through your door, or browse your shelves online, never tell you who they are. They buy something, or nothing, and leave. Gamification marketing gives them a reason to say hello. A short game — a scratch card, a wheel or a calendar door — with a prize at the end is something most shoppers are happy to try, and it takes only a few seconds to leave an email on the way.
Why games work in retail
Retail campaigns often compete on price. A game competes on attention instead. It feels like a small gift, not another discount banner, and it gives you something a banner can't: a contact you can talk to again.
- Shoppers choose to take part. People who play want to hear from you, which makes them more valuable subscribers.
- It works online and in the shop. The same campaign can run on your website, in your newsletter and on a QR code in the shop.
- It gives you a reason to get in touch. A winner email, a code to use in the store, an invitation to the next game.
Use the store as a channel
Your physical store is a media channel you already pay for. Posters, shelf signs, receipts, bags and the checkout are all places where a QR code can sit. When a shopper scans it, they play on their own phone and can join your club in the same step. Read more about QR code campaigns and our guide to QR code marketing.
Good places to start:
- A "Scan and win" poster at the entrance or the checkout
- A QR code on the receipt that invites shoppers back for a second chance
- A sign on a product display that links to a quiz about the products
Grow your customer club
A loyalty club is only as strong as the number of members you can reach. Jacobsen Møbler grew its club from 25,000 to 120,000 members using campaigns like wheels, personality tests, mystery boxes and quizzes. Brugseni used a wheel of fortune to get more than half of its members to switch to a new loyalty app.
The trick is to make joining the club part of the game. Ask people to sign up in the form, with their consent, and reward members with a better prize or an extra chance to win. See how this works on our customer loyalty page.
Plan around the retail calendar
Retail has its own rhythm, and games fit every part of it:
- Easter and spring: quick instant-win games like the scratch card
- Anniversaries: a spin the wheel campaign, like Davidsen's 75th anniversary
- Black Friday: a game that brings in new permissions before the big day — read our Black Friday guide
- December: a Christmas calendar with a new door every day
Turn players into buyers
A prize is only half the job. Give every winner a unique code or a barcode they can use in the shop or online, and give everyone else a small consolation offer. That way, the game brings people back to the store — not just into your mailing list. Our page on how to increase sales shows more ways to do this.
Getting started
You don't need a developer. Pick one of 150+ templates, add your logo, colours and prizes, and publish. Sign-ups go straight to your email tool or CRM through 20 native integrations or Zapier. Want more ideas first? Read rethinking retail: the real power of gamification marketing.
