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Online sales: how to boost sales through gamification

Online sales: how to boost sales through gamification

by | Apr 14, 2025 | Conversion, Audience engagement

Online sales are a constantly evolving sector, particularly when it comes to the most effective conversion strategies. Brands are constantly looking for new, more effective and affordable ways of raising brand awareness, boosting sales and building customer loyalty.

One strategy that has always been tried and tested (and proven to be effective at every stage of the conversion funnel) is gamification.. Cette dernière joue en effet sur deux ressorts émotionnels très puissants chez le consommateur : le divertissement et l’opportunité de décrocher une récompense.

To help brands boost sales through gamification.In this article, we present the main advantages of game marketing in e-commerce. You’ll also find a simple, effective strategy for integrating game marketing into your sales funnel.

SUMMARY

What is gamification?

Gamification is a marketing concept that involves applying the mechanisms of games (competition, accumulation of points and the hope of a reward) to engage and convert consumers.

Gamification can take the form of a loyalty program offering rewards (such as discount vouchers) in exchange for points accumulated. But also that of an interactive game generating traffic to its online shop.

In short, it’s a multi-faceted approach that aims not only to improve the performance of sales teams, but above all to increase company revenues through innovative interactive strategies.

And it works! A recent study by Gigy shows that gamification boosts consumer engagement by 30%.

One of the pioneers in this field is the Chinese marketplace AliExpress. It offers a gamified model with its ‘Coins and Coupons’ feature. Users can earn coins by completing basic tasks on the platform. They then convert these tokens into discount vouchers for use on the site. The result: a substantial increase in the engagement of AliExpres users, better retention and a record repeat rate.

 

What online sales challenges can gamification address?

For a brand that wants to increase its online sales, the best strategy will be one that removes the disincentives for potential customers at each stage of the conversion funnel. This is is why gamification is so effective in terms of awareness, consideration, conversion and retention.

Increase brand awareness before launching a new collection

Above all, gamification is an excellent way of increasing visibility and reach a greater number of qualified leads. Thanks to gamification, brands are better able to attract the attention of consumers, offering them a more entertaining and rewarding experience overall.

Many gamified applications incorporate social elements such as ranking, challenges and the ability to share achievements on social networks. This not only encourages users to become brand ambassadors within their own network, while fostering a sense of belonging and community around the company.

By adopting a fun game mechanic such as the piñata (and attractive prizes such as a trip to Parc Astérix), the Tape à l’Oeil brand has increased its visibility and brand awareness. Used as a data collection lever, TAO has succeeded in attracting qualified leads that it can target and retarget, while promoting its spring-summer collection ahead of the holiday period.

Example of online sales

Generate more traffic and boost sales during the sales period

When a brand’s customers are regularly involved in marketing games, they are more likely to be loyal and to make new purchases.. Les éléments gamifiés tels que les points de fidélité, les niveaux ou les badges peuvent être liés à des incitations telles que des remises, motivant les utilisateurs à racheter.

According to recent statistics, companies using gamification have seen an increase in their conversion rate of between 15% and 50%.. Pour la marque TAO, l’introduction d’un jeu interactif a engendré une hausse de 27 % des taux de clics vers son site.

Retarget qualified leads with the right product suggestions

The interactive nature of gamification enables companies to collect valuable data on the behaviour and preferences of their target audience. This first-party data can be used to optimise the customer experience, personalise marketing efforts… and ultimately to stimulate business growth.

For example, the brand can trigger a segmented emailing sequence after participation in a marketing game. The participation form or the data collected as part of the game (via a personality test, a swipper or a shopping list) will enable them to better target the buying preferences of their leads. They will then be able to send them tailored content that is more likely to trigger a purchase.

Reduce shopping basket abandonment

One of the biggest problems facing e-tailers is shopping basket abandonment. According to recent research, the average rate of basket abandonment in the e-commerce sector is 75%, which represents a huge loss of revenue.

Gamification helps to overcome this by creating a sense of urgency, which encourages customers to complete their order. This could be a discount coupon with a time limit.

3 steps to boost your conversion strategy with gamification

The results offered by gamification for online retailers will depend on their ability to choose the right game mechanics depending on their objective. Here’s our advice on how to optimise your gamified customer experience.

Step 1: Define your objectives (conversion, lead generation)

The first step in a gamification-fuelled conversion strategy is to identify the behaviour the brand wants to encourage. Do they want users to buy more products, share content about the brand, leave a review after receiving their order?

By defining these objectives, the company can build a relevant gamification system. For example, Amazon encourages its users to rate its products by offering them the opportunity to become a ‘best reviewer’. This leads to a 58% increase in the number of reviews left and boosts the reassurance of new prospects arriving on a product sheet.

Step 2: Choose the right game mechanics

Depending on the objectives defined, the brand can then choose the right gamification mechanics. Games that are fun and clearly present the possibility of winning a reward are very effective for generating leads and increasing visits to an online shop.

Brands will be able to opt for the winning instant with an e-mail address capture form. Thanks to a tracking pixel set up on the game, it is easy to track sales made by participants in the instant win, and thus calculate the ROI of the marketing campaign.

The same applies to a mechanical device such as the Gatecode which implies an obligation to buy. This type of interactive game is perfect for boosting online sales, as you need to be able to show proof of purchase in order to play. This effectively increases the chances of conversion and loyalty.

The choice of rewards is also crucial. To make sure you get it right, read our guide to offering the right gifts.

Step 3: Test, iterate and improve to maximise conversions

As with any online sales strategy, it is essential to test your gamification elements to evaluate their effectiveness, brands will be able to integrate a form into their interactive games to gather feedback from users. This will enable them to identify areas for improvement to enhance their experience.

Conclusion

In an increasingly competitive e-commerce landscape, gamification is an excellent vector for differentiation. It will enable brands to facilitate the progression of their leads through their conversion funnel and boost their growth. Find out how to get started with an effective gamification strategy, discover all the Adictiz game mechanics!

How to organise in-store competitions?

How to organise in-store competitions?

by | Apr 14, 2025 | Conversion, Audience engagement

Despite the growing popularity of e-commerce, consumers continue to visit shops. Au cours du deuxième trimestre 2022, they were 71% to have made their purchases in physical shops. As with digital channels, point-of-sale marketing, and in particular the organisation of in-store competitions, is therefore an essential lever for attracting buyers, offering them a unique shopping experience and building loyalty.

If you’re thinking of organising an in-store competition, here’s everything you need to know to boost results and some ideas to inspire you.

Summary

Why offer in-store competitions

A competition is a form of entertainment organised by a company or organisation. with the aim of attracting people’s attention to your products or services. We’ve already talked a lot about online competitions, which take place on digital communication channels. But interactive animation can also be adapted to retail and organised at physical points of sale.

Grab customers’ attention with an in-store competition

In an increasingly competitive environment and in the face of more demanding consumers, shops need to redouble their inventiveness to stand out from the crowd and win consumer loyalty.

When a chain sets up an in-store competition, it has a better chance of attracting customers and prospects, if only because consumers rarely say no to the chance to win a free gift or take advantage of discounts on their purchases. This is especially true in times of inflation, when buyers are more careful about what they spend.

Organising an in-store competition is also an excellent way to stand out from the crowd and create excitement in its points of sale. Passers-by who haven’t necessarily heard of the brand will be curious to find out what’s going on and will be more likely to push open the doors of the boutique.

 

Lead recruitment guide

Boosting buyer engagement and retention through point-of-sale marketing

There’s nothing more frustrating than a prospect walking into your shop, browsing the shelves and leaving without having bought anything. For salespeople, however it’s difficult to interact with consumers without falling into ineffective commercial tricks such as asking them if they need help or advice.

In-store competitions are a simple and effective way of creating positive interactions with customers. Shoppers do not feel that the brand’s staff are trying to make them consume, since the aim of a marketing game is to win them gifts or other rewards. The link that is created between the brand and the buyer is therefore not a transactional one, but one that establishes a more authentic and lasting relationship.

By using game-based mechanisms (such as collecting points with every purchase, searching for a mystery item in shop or discovering a surprise discount on their till receipt), retail competitions also encourage customers to return to the shop or to continue interacting with the brand on its digital channels.

The competition can be launched online (on social networks, for example), but participants can also be invited to visit the shop to claim their price. This marketing leverage enables you to consolidate your customers’ multi-channel purchasing journey and to strengthen the relationship between consumer and brand over the long term.

Getting to know your customers better

A brand’s growth and performance depend to a large extent on its ability to meet its customers’ expectations. And that means gathering first-party data on its core target in order to better understand its desires, consumer trends, budget, etc. In-store competitions are an excellent way of gathering this data.

Motivate your sales teams with an internal competition

In-store workplace competitions can also be part of a company’s internal strategy, helping to motivate its sales force. Some brands organise them for their employees in order to create healthy competition between their different sales outlets. The shop with the best sales figures, for example, will be rewarded with bonuses or gifts.

The different types of in-store competitions

Depending on the brand universe, target audience and budget, companies wishing to organise an in-store competition can choose from a range of different approaches.

Here are some ideas for in-store competitions to inspire you.

Random drawing at the checkout or at the point of purchase

The best-known in-store competition is undoubtedly a random drawing in-store. The principle is simple. Once they have made an in-store purchase, the brand’s customers will automatically be entered into a random drawing and will find out if they have won directly on their till receipt.

The brand can also integrate a marketing game application (such as a wheel of fortune or a one-armed bandit) directly into its shopping terminals.

Not only is this mechanism very simple to put in place. It also naturally encourages consumers to return to the shop to maximise their chances of winning.

interactive terminals

In-store interactive games

In-store interactive marketing is an even more effective way of engaging customers, as it directly invites them to take part in a game based around the brand’s products or services.

The conditions for participation are no longer limited to making a purchase in the shop, but rather to taking part in a contest (makeover, drawing, etc.), searching for a mystery item on the shelves or correctly answering the questions in a quiz on the history of the brand.

Omnichannel competitions

The whole point of the marketing game is that it makes it easy to build bridges between your different communication and distribution channels. It’s easy to attract your online community or e-commerce site customers to your shop with a competition.

The principle is simple: the brand shares the rules of its competition via a publication on social networks, but the conditions for taking part or collecting the prizes on offer are to visit the shop.

Conversely, an in-store interactive game (such as a photo competition using the brand’s products) can enable the company to grow its online audience and generate UGC. To do this, simply invite participants to share their photos on social networks using a hashtag created specifically for the occasion.

In-store competitions are an effective way of attracting, engaging and retaining shoppers. Discover all the Adictiz interactive formats that can be easily integrated into your in-store shopping experience!

How can retargeting be used to boost sales?

How can retargeting be used to boost sales?

by | Apr 14, 2025 | Activate data, Targeting

Retargeting is a powerful marketing strategy that can help brands boost conversions and increase sales. The principle is simple: it involves multiplying the points of contact with visitors who have already shown an interest in a brand or its product but have not yet purchased it. Or to encourage customers to buy the brand’s other products again.

But how do you target qualified prospects and what type of content should be used to encourage them to take action? In this guide dedicated to retargeting, we will explain how this marketing lever works and its effects on sales.

Summary

What is retargeting and how does it work?

Retargeting marketing is a form of virtual advertising that involves targeting prospects or customers who are already interested in a company and its offering.

By using cookies to track the preferences of visitors to a website, or by using first-party data collected by the company (for example via a form used to participate in a previous loyalty campaign), the company can segment its audience.

This marketing segmentation will enable it to create highly personalised advertising media that correspond precisely to the interests and expectations of the brand’s prospects.

Let’s take an example: a web user has consulted a specific product sheet on an online shop. He even went so far as to add the item to his shopping basket, but did not complete his purchase. Retargeting will consiste of display advertising banners for this product (or other similar articles) on other websites visited by the prospect. The company can also use email retargeting (offering benefits such as discount if the customer completes the purchase within 24 hours).

Taken together, these strategies enable the brand to increase the chances of the prospect coming back on its e-commerce site and finalise their purchase. To achieve its objective, it must not only re-expose the customer to the product or offer that interested them. But they also need to adapt their advertising media to move them along the conversion tunnel.

The benefits of retargeting

No matter how popular a company and its products are, the majority of consumers who visit its website will leave without signing up for the newsletter or buying a product.

That’s why it’s crucial to multiply the points of contact with prospects in order to create reassurance and desirability. Little by little, they will progress through the sales funnel until they actually buy (or even buy again from the same company).

Better conversion rates thanks to effective activation of consumer data

Retargeting is therefore one the most effective advertising techniques in terms of conversion. In fact, it involves directing efforts toward users who have already shown an interest in the brand (also known as qualified propects). Unlike other techniques of inbound marketing, companies don’t make contact with consumers at random, with no guarantee of generating a sale.

Retargeting also works because it is based on a much more detailed knowledge of its audience. Brands can refine their strategy even further by using segmentation. For example, they could focus their retargeting on a specific marketing segment, such as visitors who have abandoned their shopping basket in the last 30 days, or those who have subscribed to their newsletter but have not yet completed a purchase.

Increased customer retention and loyalty

By creating advertising tailored to the interests and needs of their audience, companies can also create a more attractive advertising experience because it is personalised. Re-targeting marketing is therefore not just a conversion tool, it is also a lever for retaining existing customers and building loyalty.

Easier to monitor and measure the success of marketing campaigns

Finally, retargeting marketing offers companies the opportunity to track and measure performance of their marketing campaigns. By tracking the behaviour of visitors to their website and using these informations to create targeted advertising, brands can more easily monitor and measure the succes of their retargeting campaigns.

In effect, retargeting work by placing a tracking pixel or cookie on its website in order to track visitor behaviour. The implementation of a retargeting strategy therefore offers a better understanding of the experience that users have of an online shop. Companies can analyse their click-through rates, conversion rates and cost per acquisition in order to improve their UX, as well as the effectiveness of their campaigns.

In addition, retargeting platforms often offer analysis tools and generate detailed reports.
L’ensemble de ces données permettent aux entreprises d’avoir un aperçu de leur audience et de l’efficacité de leur stratégie.
Cela peut inclure des informations telles que la segmentation de l’audience, mais aussi de la data sur les appareils utilisés (desktop ou mobiles) et la localisation des visiteurs.

How can you use your marketing segmentation to boost retargeting results?

The key to the success of a retargeting campaign lies in the quality of the data collected and the way it is used to create customer segments.

Rather than targeting everyone who has visited its website, a company should use segmentation to target specific audiences. This can include targeting people who have viewed a specific item or product category, abandoned a basket or made a purchase in the last X months.

But brands can go even further than simply basing their segmentation on the tracking of visitors to their site. They can base their retargeting campaigns on data shared directly with them by their audience, as part of a competition for example, or by filling in a form to take part in a gamified marketing game .

This data is known as first-party data , are all the more valuable for retargeting as they come from consumers themselves. They are also more precise, giving us a much deeper understanding of their consumer habits, buying preferences and expectations.

First-party data will not only enable us to better segment our customer base (and therefore boost the effectiveness of their retargeting). But they can even enable companies to find other potential customers interested in their products. They will feed what are known as lookalike customer bases (or similar audiences) that have similar characteristics/behaviours to their qualified prospects. And who therefore have the same conversion potential.

Re-targeting prospects with automated email campaigns

The whole point of retargeting marketing is to be able to automate campaigns without sacrificing their quality or effectiveness.

A retargeting platform like Adictiz, for example, allows you to send personalised messages (special offers on relevant products, recommendations, etc.) to its audience based on their behaviour in previous campaigns. This strategy is a much more powerful approach to optimising prospect engagement and maximising marketing results.

Get started with retargeting marketing and boost your conversion rates with our segmentation and retargeting tool !