[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Think about<\/span> the last time you went shopping<\/b>, went to the doctor or took a plane…<\/span> <\/p>\n Although these activities are very different, <\/span> they have one thing in common : waiting<\/b>. You’ve probably had to wait at the checkout to pay for your shopping, wait outside a concert hall to see your favourite artist or queue to scan your hand luggage before boarding a plane.<\/span> <\/p>\n For users, this waiting time is often a test of patience and a waste of time. And yet.., <\/span> the wait can be transformed into a much more qualitative experience<\/b> and productive thanks to wait marketing. It can even turn an unpleasant moment into a fun, playful experience thanks to gamification. <\/span><\/p>\n In this article, we give you tips on how <\/span> to improve your customer journey and engage users<\/a><\/span><\/span><\/b> interactively using wait marketing.<\/span><\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.24.3″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Wait marketing involves companies capitalising on<\/span> consumers’ attention<\/b> at this precise moment to engage them. It can therefore be defined as a non-intrusive communication strategy, and even a timely one, since it takes shape precisely at a time when any form of distraction is welcome. <\/span><\/p>\n According to<\/span> a survey<\/span><\/a><\/span> by Pew Research,<\/span> 77% of people use their smartphone when they are waiting for a call<\/b>. Broadcast a marketing animation in a queue [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Waiting time, in itself, is<\/span> the ideal time to capture consumers’ attention<\/b> and make it easier to remember a commercial message. This is the case, for example, with posters in the metro or at bus stops. But by adding a touch of creativity and interactivity to these static formats, brands can turn waiting into an engaging brand experience, and even convert new prospects. <\/span><\/p>\n It’s also a way of making the most of areas where consumers spend a lot of time, but which are not traditionally used as communication channels. The queuing space in a physical shop, for example, can be used to highlight products and boost the cross-selling rate. But it does not generally convey <\/span> an interactive experience with the brand<\/b>, which would nevertheless be more engaging for the customer.<\/span> <\/p>\n The non-intrusive aspect of this form of advertising also enables companies to<\/span> create a closer relationship with consumers<\/b>. The brand offers them a real experience and enables them to pass a time that was previously considered unpleasant or pointless more quickly. The brand becomes a source of entertainment as well as a commercial organisation promoting its products. <\/span><\/p>\n This waiting period is no longer a constraint, but an opportunity. To achieve this, companies can <\/span> create an interactive experience based on insights<\/b> customers. The challenge is therefore to understand your audience and how the brand can ensure that they have a good time. <\/span><\/p>\n Companies can <\/span> take advantage of wait marketing<\/b> to :<\/span> <\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n If the traditional waiting experience is generally considered to be unpleasant by individuals, it is because it is most often considered to be boring or a waste of time. The challenge for companies wishing to <\/span>take advantage of this moment to engage consumers<\/b> is mainly about entertaining them.<\/span> <\/p>\n This is where gamification comes in. This marketing strategy involves <\/span>offering users playful experiences<\/b>, incorporating mechanisms traditionally used in the world of games.<\/span> <\/p>\n Rather than taking advantage of consumers’ attention to broadcast an advertisement, companies can<\/span> engage them via an interactive and entertaining animation<\/b> such as :<\/span> <\/p>\n With<\/span> a Playable Marketing solution<\/span><\/span><\/span><\/a>, companies can capitalise even more effectively on their customers’ expectations. For example, the geolocation function makes it possible to <\/span> restrict access to the game<\/b> to customers in the queue<\/span>. <\/p>\n The CRM connection tool, for its part<\/span>, makes it possible to exploit the data collected at a point of sale<\/b> (particularly on purchase intentions) to offer personalised in-store or online support. The brand can then turn this data into a sales opportunity. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.25.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n In practice,<\/span> the typical scenario for a wait marketing event<\/b> will take this form:<\/span> <\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text module_id=”conclusion” _builder_version=”4.25.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092FF” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Auchan supermarkets, for example, have set up a wait marketing campaign in their outlets. To coincide with its end-of-year sales peak, the chain gave away the following for every purchase over \u20ac10 in shop <\/span>a scratch card with a unique code <\/b>as well as an additional card for loyalty card holders. The campaign attracted almost 183k registrations in 2 weeks and 325K codes were used. <\/span><\/p>\n Eurotunnel, the company that operates the Channel Tunnel,<\/span> has capitalised on the expectations of its users to raise its profile<\/b> and generate new leads. To do this, the company used a one-armed bandit with a registration form, accessible only to holders of a ticket number. This captivating format and the use of [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/04\/Wait-marketing-exemple.webp” alt=”Wait-marketing-example” title_text=”Wait-marketing-example” align=”center” _builder_version=”4.24.3″ _module_preset=”default” width=”81%” custom_margin=”63px||84px||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n\n
What is wait marketing?<\/strong><\/h2>\n
<\/blockquote>\n
53% use their smartphone when queuing, mainly to avoid boredom. <\/span><\/p>\n
<\/b>does not disturb the user by interrupting their activity (as when an advert is broadcast between two stories on social networks, for example). On the contrary, it allows them to distract themselves during a time that is traditionally perceived as boring or unproductive. <\/span><\/p>\nThe benefits of expectation marketing<\/strong><\/h2>\n
<\/blockquote>\n
\n
Boost your wait marketing strategy with gamification<\/strong><\/h2>\n
<\/blockquote>\n
\n
<\/span>a swiper<\/span><\/a><\/span><\/span>). Ce format interactif permet \u00e0 l\u2019entreprise de divertir ses clients pendant l\u2019attente. L\u00e0 encore, elle peut r\u00e9compenser leur patience en mettant en jeu des lots ou autres avantages. Mais c\u2019est aussi un moyen efficace de collecter des donn\u00e9es sur les pr\u00e9f\u00e9rences de son audience et, par exemple, d\u2019analyser leurs intentions d\u2019achat. <\/span><\/li>\n<\/ul>\nExpectation marketing: scenarios and inspiring examples <\/strong><\/h2>\n
\n
<\/span><\/li>\nAn example of a marketing campaign to keep people waiting <\/strong><\/h3>\n
<\/span>attractive prizes<\/span><\/span><\/a><\/span> (smartphones and earpods) boosted the participation rate, with a total of 29K games played.<\/span> <\/p>\n