Static advertising campaigns are becoming less and less effective, especially in the retail sector.
To continue to engage consumers, most major retailers today use marketing of a new kind: interactive marketing. Quizzes, contests, personality tests and other interactive formats allow them to create more virality and, above all, to have a two-way communication with their audiences. Most often, interactive campaigns help them to meet the following challenges:
- Increase sales through viral campaigns that are shared by consumers
- Recruit new members for their loyalty programs
- Increase their number of fans on social media
- Increase the number of subscribers to their newsletters
- Retain visitors by encouraging them to come back thanks to fun, engaging interactivities
- Collect accurate consumer data to deliver customized communications and segment-based offers
- Bring online visitors to physical stores and foot traffic to digital channels and online stores
- Increase sponsorship revenues by giving greater visibility to their partners through special actions
- Recruitment — Participants must enter their Carrefour loyalty card number and/ or their Carrefour Kid’s Club card number in order to increase their chances of winning. This encourages users to join the loyalty program.
- Loyalty — Contests are a sort of monthly meeting proposed to the members of Carrefour Kid’s Club and represent the biggest part of the digital animation.
- Newsletter — The contests invite participants to subscribe to the newsletter.
- Engagement — Game mechanics vary every month: quiz, guess the word, Advent calendar, etc.
- +97.000 identified and engaged participants
- +177.000 games
- 800 new members/month
- 22.000 new subscribers to the newsletter
- 1.767 new collected profiles
- 309 Facebook shares
- 1.215 new subscribers to the newsletter
1. CARREFOUR KID’S CLUB
Carrefour proposes members of its loyalty program who have children between 3 and 12 years of age to join the Carrefour Kid’s Club. The Club uses each month a different interactive game mechanics, and offers animations and exclusive benefits to its young members.
EXAMPLE: PERSONALITY TEST “WHAT KIND OF HARIBO CANDY ARE YOU?”
The principle of the game: to participate in the contest and try to win bags of Haribo candies, the participant must answer a series of questions to discover the kind of Haribo candy that corresponds most to their personality. An important detail: to validate their participation, they must indicate their contact details and provide their membership card number, which is automatically checked by the system.
See all examples in our free ebook!
We present the interactive mechanics through which key players of the retail sector reach their objectives, as well as concrete examples of campaigns and their results.