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How to improve customer relations through gamification

How to improve customer relations through gamification

by | Apr 14, 2025 | Activate data, Build loyalty

In marketing, gamification and interactivity are powerful tools for improving customer relations. They offer the opportunity to liven up marketing communications in an original way, with the aim of engaging customers and building loyalty.

By integrating gamification into the customer loyalty process, it is also possible to collect valuable proprietary data, which will enable communications to be targeted more effectively throughout the customer’s life.

Let’s find out together how gamification can improve customer relations!

Getting the customer relationship off to a good start

It all starts with the registration or first purchase, when the prospect commits to a brand, a product or a solution. This is a pivotal moment when it’s essential to stand out from the crowd. After all, there are always cheaper alternatives available. The efforts made to acquire new customers must not be in vain, because it is more difficult and costly to recruit new users than to retain those already acquired. That’s where gamification comes in!

Making an impression

The first challenge is to stand out from the crowd by leaving an imprint on the minds of the people with whom you are trying to make authentic contact. When concepts are approached in a playful way, they are not only understood, but also observed, experienced and felt emotionally. This encourages better retention of knowledge and stronger long-term memory.

To achieve this, there’s nothing like providing pleasure. For example, when a new customer registers, they can be invited, via an initial e-mail, to take part in a 100% winning operation simply by following a link. This operation can also be offered in the form of a flyer (with a QR code) included in the first parcel received.

As well as giving customers pleasure, this process increases conversionIt is important to offer rewards that are attractive and relevant to the target audience, such as branded products, exclusive experiences or meaningful promotional codes. It is important to offer rewards that are attractive and relevant to the target audience, such as branded products, exclusive experiences or meaningful promotional codes.

For example, the Cyrillus brand wanted to boost additional sales on its e-commerce site and in its shops before the arrival of spring. Thanks to a game, the brand’s conversion rate increased by 25%* for online purchases made by participants.

post-purchase game customer relations

*Source : Adictiz

Collect preferences

Improving customer relations is not just about one-way communication (brand to customer). It also contributes to the company’s dvelopment. To acheive this, this makes sense to capitalise on data, in particular propietary data or zero party data. Il s’agit de données fournies volontairement par les utilisateurs à l’entreprise. Ce sont des données précises et fiables.

This is where interactivity and gamification come into play. By offering games or fun interactive activities, you can capture customers’ attention. They are then promised rewards for taking part. Players or participants can then choose whether or not to continue and provide feedback.

Data collection can take different forms depending on the brand’s objectives: product preferences, interest in certain services, demographic data, etc. This data can easily be collected via surveys, personality tests or even wish lists (the digital version of Santa’s list).

By collecting this data on a regular basis, brands can communicate in a relevant way with their customers throughout the year, taking into account their profile, preferences and desires. Activating the data collected is a powerful process that brands put in place on a regular basis. They capitalise on past actions to propose more relevant future actions and so improve their return on investment.

personality test

Improve customer relations

But how do you improve a solid customer relationship once it has been established? The aim is to maintain interest over the long term, strengthen ties with existing customers and successfully win back former customers.

To achieve this, there’s no secret: it’s all about the little touches. Once again, gamification and interactivity come into their own in this context. These marketing tools can be adapted to different targets and objectives. Thanks to scenarios offering infinite possibilities, it is always possible to surprise and even win back lost customers. Let’s find out how gamification can be used to maintain customer relationships.

Communicating the brand in a relevant way

Good customer relations require personalised messages, thanks to precise audience segmentation. By understanding the needs and preferences of customers following a number of marketing operations, it is possible to make communications more relevant. How? By anticipating and responding to customer expectations.

For example, when launching a new product, it’s worth opting for interactivity. You can offer an immersive experience highlighting the product and giving people the chance to win it. If this communication is carried out as a preview, it creates a positive feeling of exclusivity for the brand.

It is also possible to place a customer at the heart of the marketing strategy by asking for their opinion on a future product. This can be done through a survey, for example. This feeling of belonging creates familiarity and arouses positive emotions in the user, who reacts as soon as he thinks of the brand.

new product game

Conveying a sense of exclusivity

Exclusivity creates a feeling of privilege that generates positive emotions in customers. Choosing a solid relationship and betting on its durability means above all choosing to please your customers.

For example, it is possible to automatically program e-mail campaigns for customers on the occasion of their birthday. In this way, they can win gifts or discount vouchers thanks to an interactive animation.

Abandoned shopping baskets are also a crucial moment when customers can be ‘reactivated’ by a targeted operation designed to remove their disincentives to purchase, for example by sending them a promotional code.

Live shopping is also an interesting way of inviting the most loyal customers to a live shopping session with gamified activities.

Conclusion

Gamification is an effective way of enriching customer relations. Stand out from the crowd by leaving a lasting impression on your customers. Offer them pleasant and captivating experiences that strengthen their loyalty. Finally, use the data collected to offer your customers an interactive experience that is ever more personalised and effective.

How can gamification be used to improve customer relations?

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How to improve customer loyalty through gamification

How to improve customer loyalty through gamification

by | Apr 14, 2025 | Activate data, Build loyalty

Building customer loyalty is a major challenge for companies in all sectors. Retaining customers is often more profitable than acquiring new ones. If you’re concerned about contacting your customers and reactivating them, you’ve come to the right place! Let us show you our tips for improving customer loyalty. Mobilise the right tools, offer a memorable experience with gamification and measure customer satisfaction to not only retain your customers, but grow them too.

SUMMARY

Why build customer loyalty?

Customer loyalty is an excellent strategy for maximising profitability. In fact, retaining an existing customer is much less expensive than acquiring a new one. According to a study by Bain &Company, it is even seven times more expensive to recruit a new customer than to retain one.

A brand’s reputation can be enhanced through loyalty. Satisfied customers are more likely to recommend products or services to their network. What’s more, customer loyalty can help prevent competition, as loyal customers are less likely to shop elsewhere if their experience is positive.

Building customer loyalty also enables us to collect valuable data on their preferences and buying behaviour. This data can be used to personalise the customer experience and offer products or services tailored to their needs. This can lead to increased customer satisfaction and long-term customer loyalty. It can also be used to improve conversion rates and develop long-term growth strategies.

Loyalty tools

To build customer loyalty, it’s essential to understand their needs and expectations. To do this, you can use various tools such as data analysis, focus groups and feedback. Surveys and e-mailing are also powerful tools in the quest for customer loyalty. By gathering information, you can improve your product or service offering by proposing solutions that are better adapted to your customers’ needs.

A survey to give customers a say

Take surveys, for example. By questioning customers directly, valuable information can be gathered and then used by companies. The questionnaires can be distributed via a variety of channels, such as e-mail campaigns, on the merchant’s website or on social networks. Customers then log in to their account to take part in the survey.

Once the responses have been collected, companies can analyse them to identify trends and customer preferences. On the basis of this information, product or service offers can be tailored to better meet the needs of their customers, and thus improve customer loyalty.

Gamification games catalogue

Emailing for personalised support

E-mailing is a marketing strategy that involves sending personalised e-mails to a list of customers. This stage may precede the survey stage. However, there are a number of key elements that should not be overlooked when implementing this strategy.

Segmenting your database to send relevant messages or offers is essential. The design must be meticulous to highlight the customer’s personalised content. The subject line must be clear and address the customer in a way that appeals to them. Finally, it is essential to measure the performance of the e-mailing campaign in order to improve future operations. E-mailing is an effective way of maintaining a relationship with customers and building loyalty by personalising the content and offers sent.

Delivering a memorable interactive customer experience

A remarkable customer experience is an invaluable part of a customer loyalty strategy. Customers want to feel valued and appreciated, and are constantly challenged by brands. To deliver a memorable customer experience, you need to focus on the points of contact with your customers, such as your website, customer service, social networks and physical shops.

Sounding out customers’ preferences in order to offer them a personalised product is a good example of an exceptional interactive experience. By offering to customise a product, customers will feel they have been given a mission. They will be able to find their favourite products, but they will also be able to give clues about the next trends.

Loyalty tool

Measuring customer loyalty

The NPS

Based on the principle of word of mouth, the Net Promoter Score calculates the probability of a company being recommended. By asking the question ‘On a scale of 0 to 10, would you recommend our company to your friends and family? A score above 0 is considered average, while scores above 50 are excellent. The NPS measures a customer’s attachment to an entity and therefore gives an indication of customer loyalty.

Based on the feedback they receive, companies can plan actions to strengthen customer loyalty.

Customer satisfaction survey

The satisfaction survey

The satisfaction survey, although similar to the NPS, is a more comprehensive way of measuring customer loyalty. The questions can be general or targeted, depending on the category of customer questioned. Questionnaires are used to understand customers, but also to improve a company’s service or products. Listening to your customers is the first step towards building loyalty!

Conclusion

Finally, customer loyalty is an essential element in achieving your marketing objectives. Not only because it costs less to retain a customer than to recruit new ones, but also because they can become ambassadors for your brand. Using the concepts outlined in this article, you can significantly improve customer satisfaction and turn them into loyal customers.

Remember that loyalty is not just about giving out offers and discounts, but also about creating a bond with your customer. By letting them spend time with your brand and offering them a memorable experience, for example. Use loyalty tools to create a relationship of trust with your customers and boost your company’s growth!

Improving the customer experience through personalised marketing

Improving the customer experience through personalised marketing

by | Mar 4, 2025 | Activate data, Build loyalty

Personalised marketing is an imperative for brands. A study by Accenture shows that 91% of consumers are more likely to buy from companies that offer relevant content.

These figures illustrate the importance of understaning the expectations of your audience, and of addresing each consumer as a unique individual,
with specific needs. Personalised communication helps to establish a strong relationship, and to engage and retain buyers.

But with the adoption of strict laws and regulations on data collection, it is becoming more complicated for brands to set up a CRM to design personalised campaigns.

In this article, we look at the benefits and challenges of personalised marketing. We will see how gamification platforms can help you overcome these obstacles and deliver personalised messages.

SUMMARY

What is personalised marketing ?

Personalised marketing is a strategy that consists of adapting each and every one of your messages and interactions (campaigns, emailing, customer journeys) based on the data collected from its prospects and customers. This may be demographic, psychographic or behavioural data (
product preferences, purchase history, interests).

Personalisation means creating an experience for each customer (or for each customer segment). When this strategy is put in place, it enables brands to ensure that customers feel listened to (without having the impression of being profiled).

It can be found at every stage of the customer journey. It can be involved right from the product or service design stage, by offering audiences the opportunity to give their opinions via a customisation mechanism. 

The challenges of personalised marketing

Personalised marketing helps to improve the customer experience by taking account of expectations and preferences. The result is personalised content that increases satisfaction and loyalty.

Over and above the quality of the experience offered, personalised marketing makes it possible to pursue a number of marketing objectives:

  • Increase engagement and conversions by deploying marketing actions. A targeted message or product recommendation is more likely to lead to a purchase. Personalisation makes it possible to present products and offers that are likely to be of interest. In addition to conversion objectives, personalisation is used to refine the up- or cross-selling strategy and increase the brand’s average shopping basket.

  • Boosting customer loyalty. Content and offers aligned with customer preferences are likely to lead to repeat purchases. A brand that understands and responds to customer needs will create a stronger relationship. Anticipating needs demonstrates real proactivity and interest in the brand, which strengthens loyalty.

  • Stand out from your competitors. Rather than slashing prices, the brand can differentiate itself by offering unique, tailor-made experiences.

  • Optimise the ROI (Return on Investment) of your campaigns. Investing in personalised marketing generates a higher return on investment than generalist campaigns. Refined customer knowledge and targeted messages will lead to more conversions and therefore better use of your budget.

How do you do personalised marketing?

Personalised marketing is a powerful strategy for targeting, engaging and retaining your audience. Comment la mettre en place ? Voici 3 étapes à suivre pour personnaliser ses prises de parole.

Collecting data (first-party and zero-party)

The basis of a personalisation approach is to understand who you are talking to and the expectations of its audience. This means collecting data, while respecting confidentiality.

Customers need to share information that they feel will have a positive impact on their shopping experience. The transparency and the establishment of a win/win relationship are essential when collecting data for the purposes of personalisation.

This is what the Louvres Hotel group has done. To get to know its audience better, the company has shared a marketing game via which participants could try to win a free trip after filling in a collection form. The company explained at the start of the form that the information would be used to personalise its communications and customer experience.

Louvre Hôtels - Personalised marketing game

Creating personalised content

Once the data has been collected, the brand will be able to segment its audience and create targeted content. Club Med has used the data collected as part of a Swiper to retarget new leads. Participants were invited to choose their favourite Club Med resort. This information enabled the company to personalise its email campaigns with relevant content and offers (price range, location, etc.).

Club Med - Personalised marketing swiper

Optimising personalised campaigns using customer feedback

Personalisation is a strategy that needs to be continuously improved. Chaque prise de parole et interaction doit permettre à la marque d’affiner la qualité du ciblage. Notamment en sollicitant des feedbacks post achat (via un Interactive survey shared in the order confirmation email).

Total used the marketing game as a lever to enrich its customer base. Sent to a targeted part of its CRM base, the Quiz permited to promote the company’s offer and identify prospects likely to become customers.

Total - Personalised marketing quiz

Conclusion

Personalise the experience you offer each of your customers by getting to know them better. Our Playable marketing mechanisms allow you to collect personalised data about your audience, with their consent (demographic data, product preferences, etc.). You can then segment your customer base using Segment and create targeted marketing messages that are much more powerful for engagement and conversion.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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What is segmentation in marketing? Complete guide and tools

What is segmentation in marketing? Complete guide and tools

by | Jan 28, 2025 | Activate data, Targeting

A study carried out by Harvard Business School reveals that 95% of products launched on the market fail to find their audience because of poor segmentation.

Brands understand the importance of personalising their offering. But also the way in which they communicate with consumers. That’s right, each buyer has unique preferences and expects companies to address their needs effectively.

Before setting up a campaign or launching a new product, brands need to understand their audience and segment it into groups. In this article, we will look at the issues involved in segmentation and the techniques for segmenting your customer base and boost the campaigns ROI.

SUMMARY

Segmentation in marketing: what is it?

Segmentation in marketing consists of dividing your market (i.e. consumers interested in a product or service) into sub-groups. Within these groups, we find buyers with common characteristics that are relevant to the brand. These may be demographic or behavioural profiles.

By identifying and targeting consumer segments, companies can tailor their products, services and marketing efforts to meet the needs and preferences of their audience.

For example, segmentation in marketing has enabled the men’s skincare brand Old Spice to identify a group of customers it had not thought to address: women who buy this type of product for their partner.

What are the different types of marketing segments?

There are 4 types of segmentation in marketing:

1) Demographic segmentation (the who). This strategy consists of segmenting your audience on the basis of characteristics such as age, gender, education, income, profession (in the B2B sector) and so on. The advantage of this approach is that it is easy to implement (the data is simpler to collect).

2) Psychographic segmentation (the why). Here, the brand groups its prospects and customers according to their interests, values, aspirations or personality traits. Given that these characteristics are subjective, this is a more difficult strategy to implement. It is more effective because it strengthens understanding of the market.

3) Geographical segmentation (where). Une marque présente à l’international peut segmenter ses clients en fonction de leur pays de résidence. Elle adaptera la langue qu’elle utilise, mais aussi la tonalité des communications en fonction des codes spécifiques aux pays.

4) Behavioural segmentation (the how). The brand groups buyers according to common behaviours (the way they interact with companies). This can include their consumption habits, online browsing, brand loyalty, etc. This data is easy to collect (on its website or social networks) and makes it possible to personalise the customer experience.

Why use segmentation in marketing?

Segmentation in marketing requires effort and resources. Nevertheless, it is a strategy to better understand its audience and personalise its campaigns, boosting their ROI.

The advantages of segmenting your customer database include :

  • Better use of resources. Segmentation enables you to focus your marketing efforts and budget on consumers who are likely to want to buy. It is essential to target its marketing or emailing campaigns and make the message more powerful and more likely to convert.

  • A stronger brand image. Une entreprise qui comprend à qui elle s’adresse et adopte des messages alignés avec les valeurs de ses clients aura plus de chances de fédérer une communauté. C’est aussi un facteur de différenciation. Il donne aux entreprises un avantage concurrentiel sur les autres marques de son secteur.

  • Optimised profitability. Companies have seen their acquisition costs soar. The ROI of marketing campaigns (particularly Ads campaigns) has become a key factor in maintaining profitability and viability. Segmentation in marketing makes it possible to target the audience for digital advertising and convert more with the same budget.

Gamification as a marketing segmentation tool

Before you can create customer segments, you need to collect qualitative data. Data collection is an increasingly complex area of marketing activity. The announced end of third-party cookies proves that it is essential for brands to ‘own their data’ (by collecting first-party data). Elles ne dépendront plus d’autres acteurs pour refine customer knowledge.

To maximise these third-party data collection levers, brands need to use tools that will enable them to build up enriched, reliable and relevant CRM databases. Gamification is one of these tools, as animations and competitions offer a number of advantages:

  • They enable a wider audience to be reached: 1.5x more users are prepared to share their data via a gamified experience.

  • They are more engaging and captivating. En moyenne, les expériences interactives gamifiées génèrent 40x more engagement in terms of time spent with the brand.
Gamification - segmentation tools

Brands can therefore use gamification in two ways to collect data:

  • By asking participants in a game to fill in a collection form (before or after the experiment).

Game mechanics - segmentation

Segment the data collected via an interactive experience

Once the brand has fed its CRM with relevant data on its audience, it can begin to segment it for a better engagement in future campaigns.

A tool like Segment (combined with a Playable Marketing platform) facilitates this work. The data is processed directly via the tool, which can then be used to automatically create up to 30 customised segments. Brands can then adapt their communications to ensure they deliver the right message to the right person, via the right channel.

Companies will also be able to A/B test their segmentation strategy The tool offers greater visibility over the performance of each campaign, with detailed reports enabling the impact of each action to be monitored in real time.

Conclusion

Maximise the effectiveness of your marketing efforts by making sure you’re sending the right message to the right people. With Adictiz’s Segment functionality, you can capitalise on the data collected during your interactive campaigns and segment your audience so that you can personalise each message you send out. And to make your segmentation efforts easier, download the free our webinar!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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