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Data enrichment: 3 customer marketing campaigns

Data enrichment: 3 customer marketing campaigns

by | Apr 14, 2025 | Collect data, Lead gen strategy

In a constantly evolving digital world, data enrichment has become an imperative for companies constantly seeking innovative ways to optimise and improve the quality of their databases. Data collection and enrichment are crucial to understanding customers, personalising offers and improving the effectiveness of marketing campaigns. This is especially true when the end of third-party cookies is approaching, so enriching your database is becoming essential.

In this article, we look at the benefits of data enrichment and how gamification can be an effective way of achieving your objectives. We will then explore three exemplary campaigns run by our customers: Cyrillus, Floa Bank and Electrolux. These examples show us how a data collection strategy has enabled these companies to re-qualify their databases and improve their conversion rates.

SUMMARY

Data enrichment: maximising customer understanding

Data enrichment plays a fundamental role in modern digital marketing, enabling brands to deepen their understanding of customers and optimise their strategies. However, as the industry evolves, brands are facing new challenges, including the disappearance of the third-party cookies from Google.

An in-depth understanding of our customers.

Third-party cookies are doomed to disappear. This is when first-party and zero-party data, i.e. data collected directly from customers by the companies themselves, is becoming increasingly valuable.

By collecting detailed data in-house, brands can gain a more accurate and reliable view of their customer base. This in-depth understanding enables companies to personalise their marketing campaigns, offer tailored products and services and strengthen customer loyalty.

Optimisation of personalisation.

Although 37% of users refuse third-party cookies, consumers still expect personalised experiences. The solution lies in data enrichment. Collected directly from consumers, it offers brands the opportunity to optimise the personalisation of their offers.

With accurate customer data, companies can create targeted content, product recommendations and exclusive offers tailored to individual preferences. This increases engagement, as well as customer satisfaction.

 

Improving the effectiveness of marketing campaigns.

Enriched, accurate data enables brands to design more effective marketing campaigns, thanks to data segmentation. En comprenant les caractéristiques démographiques, les comportements d’achat et les intérêts de leur public, les entreprises peuvent cibler les bons segments de marché, ajuster leurs messages et optimiser leur budget publicitaire. Cela se traduit par une meilleure conversion des prospects en clients.

Strengthening customer loyalty.

When brands really understand their customers and respond to their needs, they also strengthen customer loyalty. Les clients se sentent valorisés et compris, ce qui les encourage à rester fidèles à la marque. Des offres personnalisées basées sur des données enrichies peuvent également inciter les clients à effectuer des achats récurrents, renforçant ainsi la relation client-marque sur le long terme.

Data enrichment is thus becoming an essential asset for brands wishing to remain competitive and establish authentic connections with their customers in an ever-changing digital landscape. By intelligently combining first-party, zero-party data and data enrichment, companies can successfully navigate current and future challenges, ensuring strong customer-brand relationships based on relevance.

In this new environment, data enrichment is emerging not only as an essential strategy, but also as the very foundation of customer understanding in the digital age.

Gamification for data enrichment

In the digital marketing landscape, gamification is emerging as an innovative and effective strategy for enriching corporate data while engaging users in a fun way. This clever approach transforms data enrichment into an interactive and rewarding experience for users, while offering companies valuable opportunities to gather relevant information.

Gamification involves the use of game mechanics such as challenges, rewards and competitions in non-game contexts. By integrating these elements into data collection process, brands can arouse the interest and enthusiasm of users, inviting them to share valuable information.

The interactive games and online competitions, such as quizzes or memory games, for example, can be designed to collect useful data while users are actively participating. For example, by proposing relevant questions within a quiz linked to a product or service, brands can obtain direct answers from participants, thereby enriching their customer understanding.

The strategic use of gamification for data enrichment therefore offers a dual benefit: it allows companies to collect relevant data while increasing user engagement and satisfaction. By creating fun, interactive experiences, brands can build deeper connections with their audience, while enriching their database for effective marketing campaigns!

The Cyrillus Interactive Form: exceptional data enrichment

Cyrillus data enrichment

Cyrillus, aiming to reach young mothers effectively, has opted for a campaign based on a form with a prize draw at the end of the game. Thanks to this strategy, Cyrillus succeeded in enriching its database by more than 65%, collecting crucial information such as children’s first names, dates of birth and missing telephone numbers.

This campaign enabled Cyrillus to personalise its offers and optimise its communication with its target clientele. By better understanding the specific needs of young mothers, Cyrillus was able to tailor its marketing in a more targeted way, thereby increasing its conversion rate significantly.

Floa Bank’s enriched form: the power of brand awareness and personalisation

Floa - Data enrichment

Floa Bank has launched a Hidden Object campaign to boost its visibility and personalise its insurance products. Cette campagne interactive a captivé ses participants avec une durée moyenne de jeu dépassant la minute. Un taux d’opt-in de 48% a été atteint, offrant à Floa Bank une opportunité précieuse de effectively target registered users for future interactions and offers.

With 4 categories of data enriched in a second form, the collection of qualified data has enabled Floa Bank to improve its personalisation and optimise its services to meet the needs of its customers. Using the information collected, Floa Bank has been able to create tailor-made insurance products, thereby strengthening the confidence of its customers.

Electrolux media and Memory: a memorable Valentine’s Day campaign

Example of Electrolux gamification

Electrolux launched an innovative campaign for Valentine’s Day, using the mechanics of Memory combined with media via Adictiz Ads.. Cette campagne 100% gagnante, offrant des bons de réduction, a généré 1,5 million d’impressions. L’objectif principal était l’enrichissement des données, et grâce à cette stratégie, Electrolux a atteint un taux d’opt-in remarquable de 50,17%.

This enriched first-party data have enabled Electrolux to better understand its customers, optimise future marketing efforts and strengthen customer loyalty. The data collected was also used to personalise Electrolux’s future promotional messages, ensuring maximum relevance for each customer and increasing the likelihood of subsequent conversions.

Conclusion

Innovative data collection campaigns from Cyrillus, Floa Bank and Electrolux illustrate the crucial importance of data enrichment in the world of digital marketing. By using interactive campaigns, these companies have succeeded in re-qualifying their databases, improving their visibility and optimising their conversion rates.

Integrating gamification into data enrichment strategies represents a bold and innovative step for companies seeking to understand their customers while offering an engaging user experience. By transforming a process that is often perceived as tedious into an interactive adventure, brands can gather relevant information in a fun and effective way!

Intelligent data collection is not just about quantity, but also about the quality of the information gathered. These case studies highlight the effectiveness of well-designed campaigns to enrich its database, paving the way for deeper and more meaningful customer relationships in an era where the collection of third-party cookies will no longer be relevant.

Why install an interactive terminal in your shop?

Why install an interactive terminal in your shop?

by | Apr 14, 2025 | Conversion, Audience engagement

A shopper’s experience in a physical shop is very different from that in an online shop. This is precisely why consumers, who are increasingly familiar with e-commerce, expect more from their visit to a physical shop. And in particular more interaction with the brand. That’s where the interactive terminal comes in!

Another growing demand from consumers is the possibility of enjoying a hybrid, phygital shopping experience (one foot in the physical store, the other in the digital world). For example, many want to be able to order an item online and collect it in-store, or to combine loyalty points from online purchases with those earned in physical.

Interactive terminals are certainly one of the most effective tools for meeting all these expectations. Elles s’inscrivent plus globalement dans une tendance de This is a key factor in the digitalisation of retail, enabling the creation of an interactive, omnichannel experience that appeals to new generations of consumers.

Let’s explore how they work and the advantages that digital terminals can offer businesses in their drive to store strategy.

What is an interactive terminal?

An interactive terminal is a digital medium that facilitates the exchange of information between a shop and its customers. To be more precise, this is generally a compputer terminal with a touch screen and management software that enables brands to offer a “self-service” type of in-store experience.

One example is the digital terminals present in some fast-food restaurants, where customers can order their meal before collecting it (and sometimes paying for it) at the checkout.

Thanks to a user-friendly interface, thse digital terminals provide access to information and/or applications dedicated to retail. Interactive terminals can be wall-mounted or freestanding.. Elles sont même parfois autonomes, comme c’est le cas par exemple des tablettes présentes en caisse. Leur usage peut aussi varier. On fait ainsi la différence entre les bornes pour payer, les bornes de jeu, ou encore les bornes d’informations.

Technically, digital terminals can be connected to the Internet via a wi-fi or LAN connection. This makes it easier to customise the display, update it remotely, or integrate new sales media such as marketing games. All of these levers make it possible to make the kiosk more eye-catching and engaging, and so encourage customers to interact with it.

interactive terminals

What are the advantages of an in-store interactive terminal?

Interactive terminals are part of a more general trend towards digitising points of sale, in the same way as digital checkout systems. These tools are very interesting for brands, as they enable them to improve their in-store experience and respond to a wide variety of their commercial challenges.

Here are the top 5 reasons why businesses should consider installing an interactive terminal at their physical points of sale.

1. Stand out from the competition with an in-store interactive terminal

First impressions count for a lot in retail. Installing interactive terminals in-store can intrigue passers-by and make them want to discover the world of your brand. It’s a great way to increase traffic at its points of sale. It will also give the company a more modern image and encourage customers to familiarise themselves with its products, services, etc.

Interactive terminals also provide a link between the physical and digital experience. Consistency between these different communication and distribution channels will anchor the brand (its logo, its messages) in the minds of consumers. Consumers will find it easier to remember their experience with the company, which will encourage them to return to its shops or e-commerce site.

2. An interactive terminal for collecting customer data

When they interact with a digital terminal, a shop’s customers provide it with crucial information about themselves and their purchasing habits. This is particularly the case with interactive terminals that invite consumers to fill in a form before they are invited to take part in a survey or competition.

Brands can collect first-party data in this way such as the demographic profile of their customers or their contact details. Data collection also includes invaluable information about their expectations, budget, preferences, etc.

Thanks to this data, brands can better understand their customers. They will be able to adjust their offering and their customer experience to better meet their customers’ needs.

Phygital experience webinar

3. Maximising conversions with in-store digital terminals

Although they can be expensive to purchase, digital terminals are a worthwhile investment for brands. They have a positive impact on shop sales because digital signage is much more effective than static displays for presenting your offer and advertising. The multimedia content displayed on interactive terminals is more dynamic than a simple poster, and therefore more engaging.

The digital terminals also provide a comprehensive overview of the product catalogue If a product is no longer available in shop, customers can order it directly from the terminal and have it delivered to their home. In this way, the brand can also offer to customise your items or even recommend complementary products. This will significantly increase their average shopping basket, and therefore their revenue.

Given that it is now possible to hire temporary kiosks for a commercial operation, this marketing tool is becoming increasingly accessible. And its Return On Investment (ROI) is even more attractive.

4. Offering an interactive in-store experience thanks to a phygital device

Another way of maximising revenue from physical shops and building customer loyalty is to offer an exceptional customer experience. Interactive terminals help to achieve these commercial objectives in a number of ways.

First and foremost, the digital terminals will help visitors to find their way around more effectively. They can, for example, tell them which department a product is in or what stocks are available. The terminals also share more precise information than a simple label or even a gondola. This will enable customers to make better decisions, which will increase their satisfaction while limiting returns.

Above all, an interactive terminal can make the in-store experience more entertaining and profitable for customers. For example, it will give them the opportunity to benefit from advantages (such as free goodies or discount vouchers) by taking part in a survey or a scratch card game. Là encore, gamification and interactivity of the in-store experience are powerful drivers of satisfaction, conversion and retention.

5. Save your sales staff time with interactive terminals

Interactive terminals take self-service to the next level. They are ideal for improving the efficiency of sales teams and saving employees time.

The sales team will spend less time providing information to customers, taking orders and processing payments. This will enable them to devote more time to consulting and to creating a genuine human relationship between the company and its customers.

An interactive terminal is an excellent way of increasing shop traffic and generating more sales. Combine the benefits of a phygital device with those of gamification by integrating interactive games into your kiosk. Adictiz offers a new service, the Playable Instore, to liven up your points of sale. Contact us to find out more.

What is interactive marketing and what is it for?

What is interactive marketing and what is it for?

by | Apr 14, 2025 | Animation, Captivate the audience

Interactive marketing is completely changing the relationship that companies have with their audience. Traditionally, marketing has been a one-way conversation. Whether it’s an advert on television or a publication in the press, until now consumers have had very few ways of interacting with brands.

With the internet and social networks, this is no longer the case. We can now comment on a brand’s posts. You can also ask them questions directly during a livestream, or send them suggestions for their next collections.

In this article, we take a closer look at how brands and customers interact and the best ways to nurture this bond.

SUMMARY

What is interactive marketing?

Interactive marketing is a strategy that focuses on how customers and prospects interact with a brand.. Il implique donc de créer du contenu ou de diffuser un message qui suscite une réaction chez son audience.

This interactivity can take several forms:

  • from the simplest: like a like or a comment left on a publication
  • more advanced interactions: sharing UGC (User Generated Content) or taking part in an interactive advertising competition.

This represents a major change in the way companies communicate. The customer is not just the target of a marketing campaign. They are becoming the main players.

What’s more, the sole aim of interactive marketing is not to encourage a prospect to buy a product (as is the case with traditional advertising). The prospect is invited to interact with the marketing content, whether by taking part in a competition, completing a survey or playing a Playable Ads game.

This customer-focused strategy strengthens the relationship between the brand and the customer. The brand shows greater consideration for the customer (by asking for their opinion or offering rewards).

But it also enables companies to collect and activate first-party data. Interactive content triggers actions that enable the brand to better understand the expectations of its consumers. More effective in meeting their needs!

The different types of interactive marketing

Interactive marketing encompasses many different types of initiatives and formats. It depends on the objectives it wishes to achieve, but also on its brand universe and the specific characteristics of its audience. Companies can choose their interactive content from the following options:

 

Interactive storytelling

A very simple form of interactive marketing is simply to make your content more dynamic. This might involve adding animations or infographics to a newsletter or blog post.

But companies can go further by inviting readers to give their opinion in comments or by sharing a quiz to test their knowledge of the subject covered.

 

Catalogue of gamification games

Personalised marketing content

Interactive content essentially makes it possible to collect first-party data on its audience. This data can then be used to propose other content and personalised offers that are more relevant to customers.

The more companies know about their audience, the more they can :

  • create qualitative experiences (which in turn will make them want to interact with them even more)
  • direct them to the right offer (via product recommendations, for example, etc.)

Two-way interactions

The ultimate level of interactivity between a brand and its audience is two-way interaction. These offer consumers a much more active way of participating, thanks to animations such as quizzes, simulators, marketing games and interactive videos.

The customer becomes the hero of the marketing support and acts in a very concrete way to achieve a given goal. For example, to win gifts or loyalty points, test their knowledge, access exclusive content, etc.

The benefits and challenges of interactive marketing

Interactive marketing offers significant advantages for brands, especially in a context where consumers expect brands to interact with them in a much more active way.

Anchored in the behaviors and expectations of its customers, interactive content makes it possible to respond better to their needs and therefore increase sales. The personalisation associated with interactive marketing not only leads to more conversions, but also greater retention of existing customers.

Overall, interactive marketing can :

But this marketing strategy also presents challenges. One of the main obstacles companies will have to overcome is choosing the right interactive format and channel to distribute it. There are many options, so brands will need to target the most relevant content and distribution strategies according to their objectives.

4 examples of interactive content

For companies wishing to embark on interactive marketing, there are several formats to choose from. Some of the most effective are :

  1. The marketing game: creating an engaging interactive competition is the most obvious way of encouraging your community to interact with your content. Whether you’re launching a wheel of fortune/a one-armed banditby participating in a quiz or by submitting a photo as part of a competition, the customer is the key player in the campaign.
  2. Live shopping: live streaming makes it easier to talk to your audience, answer their questions and show your products in a more interactive way.
  3. UGC: user-generated content is an interesting way of turning customers into brand ambassadors in their own right.
  4. Chatbots: this conversational marketing tool is also inherently interactive, as it allows you to engage in conversation with your prospects. AI makes it easy to automate and personalise these exchanges to best meet the needs of the person you are talking to.

What tools should you use to get started in interactive marketing?

To set up a successful campaign, brands need to be able to rely on tools that make it easier for them to produce content engaging on the one hand. But they will also need solutions to facilitate the collection and activation of the data that this interactive content can generate.

In a recent study conducted by Salesforce, marketers describe the tools they use most to create interactive content;

 

  • 90% of participants use a CRM to facilitate data collection and follow-up for each lead;
  • 89% use ABM platforms (i.e. self-service platforms for pushing personalised messages to your target accounts). With Adictiz, for example, you can easily Choose your interactive game format and manage your marketing campaign from A to Z (personalisation, distribution, segmentation of collected data and retargeting);
  • 62% use Artificial Intelligence to help personalise their interactive content.

 

Interactive marketing is therefore a very interesting way of engaging your audience and reactivating your prospects at every stage of the conversion funnel. Don’t hesitate to request a demo of our solution for integrating interactivity and gamification into your future marketing campaigns!