Traditional loyalty programs are no longer enough. Simply accumulating points after a purchase no longer captures Generation Z’s attention. For a fashion retailer like BZB, the current challenge is clear. A daily, interactive, and memorable relationship with its community must be created, going far beyond simple checkout transactions.

To modernize its approach, BZB transformed its mobile app by placing gamification at the heart of the customer experience.

To reach a mobile first audience, gamification must be authentic. It could not be a mere marketing gimmick; it had to be integrated into the heart of the user journey.

This is the work carried out as a duo by Adictiz and Maxxing. Roles are clearly divided to ensure a seamless experience. Maxxing manages the technical foundation and infrastructure, while handling the loyalty engine, customer accounts, and rewards. Meanwhile, Adictiz brings life and interactivity to the interface. Real time synchronization links the two platforms so that every in game action instantly converts into earned or spent loyalty points. All without the slightest friction for the user.

Adictiz deployed varied animations in the BZB app. This mix combines tailored innovations and turn key formats to set the pace of the experience.

1. The in app Raffle: the ideal mechanic to boost points

Our teams developed an exclusive tailored Raffle mechanism. The setup encourages customers to use their accumulated loyalty points.

• The concept: the user wagers 50 loyalty points to buy a ticket and try to win exceptional prizes highly sought after by the target audience (1 pass to a major music festival or a set of 4 tickets to Parc Astérix).

• A dynamic interface: a visual gauge indicates the total number of tickets purchased in real time, creating a sense of collective enthusiasm.
• End to end controlled UX: the Adictiz algorithm manages the draw while integrating smooth user flows (error pages if the point balance is insufficient or if the raffle is full, end of game alerts).

Results that met expectations: the very first raffle was an immediate success with over 6,900 participating program members. More than 6 out of 10 of whom validated their opt in, making this first activation a true marketing success both in terms of engagement and database qualification.

2. The weekly Instant Win appointment

To establish a routine and bring users back to the app every week, BZB offers Instant Win sessions guided by precise management rules:

• Participation is limited to once a week per user to build anticipation.
• A 100% winning mechanic that automatically distributes loyalty points, immediately credited to the customer’s account.
• A single prize rule: a player who has won points cannot accumulate other prizes during the same session.
  

3. A game catalog to set the pace for the commercial year

To support the brand’s key moments and avoid user fatigue, BZB draws from the Adictiz catalog to launch temporary formats tailored to social media codes:

• The Photo Contest: A drive-to-store mechanic that invites customers to take photos of themselves in front of store windows for a chance to win rewards.

• The Quiz: To test the community’s fashion knowledge and showcase the BZB brand universe.

• The Swiper (“I want it / Not my style”): An ultra intuitive format to qualify customer product preferences in a playful way.

By connecting the agility and creativity of Adictiz games to the power of Maxxing’s loyalty engine, BZB succeeds in its challenge. The brand no longer merely rewards purchases: it rewards interaction. In app gamification stands out here as the essential pillar of a modern retention strategy, capable of turning every app user into an active member of the BZB community.

🚀 How about you, where does your loyalty strategy stand?

Whether you want to modernize your current loyalty program or launch a new marketing campaign, our teams are here to support you. Let’s discuss your project.

Adictiz, the platform to reach
your marketing goals