[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=”4.27.4″ _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
Despite the rise of e-commerce, physical stores remain a strategic pillar for brands. In 2024, more than 70% of global sales<\/a> were still made in-store, proving that the in-store marketing and experience remain essential to the consumer purchasing journey<\/strong>. However, faced with digitalisation and changing customer expectations, retailers must redouble their efforts to attract, engage and retain customers in-store. Commercial animation is now an essential lever for boosting stores, driving traffic and maximising sales. Among the most innovative strategies, in-store playable marketing<\/strong> is emerging as a powerful driver of engagement. In this article, we will decipher the importance of in-store marketing and explore how gamification can revolutionise the in-store experience<\/strong> to capture customers’ attention. And encourage them to buy and strengthen their loyalty.<\/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=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/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=”4.27.4″ _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″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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 In-store marketing <\/strong> refers to all promotional strategies and actions implemented directly within physical points of sale to influence consumer behaviour, increase footfall, stimulate sales and strengthen brand loyalty. These actions may include product demonstrations<\/strong>, special offers, themed events or interactive experiences designed to enrich the customer journey. To illustrate what in-store marketing is, here are two examples of campaigns run by retail brands. These examples illustrate how innovative in-store marketing campaigns can not only attract customers to the store, but also generate positive media coverage and strengthen brand awareness. [\/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=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Despite the growth of online shopping, physical stores continue to play a crucial role<\/strong> in the retail landscape. For example, on the last Black Friday<\/a>, 63% of consumers planned to shop both online and in-store, while 22% planned to shop exclusively online. To capitalise on the appeal of retail, it is important to revitalise your points of sale, particularly by offering in-store promotions. Here is an overview of the objectives that brands can aim for<\/strong> by implementing this in-store gamification strategy. [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n In-store commercial entertainment boosts the visibility of a brand<\/strong> and its products, attracting a wider audience. By offering unique events, demonstrations or immersive experiences, brands can attract new customers<\/strong>. Playable in-store marketing also helps build audience loyalty by inviting them to discover new products or take part in an exclusive experience. A study by Retail Dive<\/a> shows that in-store events can increase in-store traffic by 30% to 40% during the event period. During its festival, Autosphere promoted its car dealerships by organising an in-store instant win competition. The promotion offered a very attractive prize: a car. To enter, customers had to visit a dealership and qualify via the Check’in<\/a> geolocation mechanism. [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Autopshere-marketing-en-magasin.webp” alt=”Autopshe\u0300re – in-store marketing” title_text=”Autopshe\u0300re – in-store marketing” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Festival-autosphere-mobile.webp” alt=”Festival autosphe\u0300re mobile” title_text=”Festival autosphe\u0300re mobile” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” 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=”4.27.4″ _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″]Sales promotions transform a simple visit to the store into<\/strong> a truly immersive experience for the customer. In-store marketing not only extends the time spent in the store<\/strong>, but also encourages deeper interactions with the brand, thereby increasing the chances of conversion and customer loyalty. According to a PwC study,<\/a> 73% of consumers say that the in-store customer experience has a significant impact on their purchasing decisions. One example is Galeries Lafayette<\/a>, which offered a 100% winning slot machine in six of its stores in France to liven things up during<\/strong> Mother’s Day<\/a>. French Connection, a British fashion brand, offered free coffee in its stores in 2023 to encourage customers to spend more time in its shops. This initiative helped improve the customer experience by making the in-store visit more enjoyable and memorable. [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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 A Salesforce study <\/a> shows that 63% of consumers expect brands to offer a personalised experience<\/a> based on their preferences. In-store animation makes it possible to offer this level of personalisation in a physical environment. Gamified in-store experiences are an excellent way to collect data on customer behaviour and preferences<\/a>. Tools such as surveys (on a tablet at the checkout or an interactive terminal in-store) and Scan and Play<\/a> animations enable brands to gather valuable information. They can then use this information to refine their in-store and online marketing strategy and gain a better understanding of their customers. For example, L’Or\u00e9al used facial recognition technology combined with a survey mechanism in some of its stores. This initiative enabled the brand to collect data on its customers’ needs and preferences in order to offer them a personalised shopping experience. This information was used to tailor recommendations and improve customer relations both online and offline. [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Effective in-store promotions<\/a> can have a direct impact on sales<\/strong>. In fact, a study by ShopperTrak<\/a> indicates that they can increase conversion rates by 30%<\/strong> to 50%<\/strong>. Real-time promotions, special offers or limited-time events create a sense of urgency and encourage immediate purchases. In addition, these promotions can also stimulate interest in specific products, thereby increasing the conversion rate<\/strong>. When launching a new product, Apple organises in-store demonstrations and interactive workshops where customers can test products before purchasing. This strategy not only facilitates the purchasing decision, but also helps to speed up conversions. [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n In-store marketing is also a powerful tool for building customer loyalty<\/strong> and encouraging repeat purchases. By offering exclusive promotions to existing customers or in-store loyalty programmes, brands can encourage their customers to return and spend more. The fashion chain H&M regularly uses commercial animations to promote its loyalty programmes<\/strong>, offering rewards and in-store benefits. This strategy has enabled it to boost its retention rate and encourage repeat visits. [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n In-store marketing can also serve as a bridge between online and offline channels<\/strong>. This strategy pays off, as according to a study by Omnisend<\/a>, brands that use an omnichannel approach increase their repurchase rate by 90% compared to those that settle for a one-dimensional strategy. By integrating digital elements into sales promotions (for example, using QR codes to redirect customers to a mobile app), brands can connect physical interactions with their online platforms<\/strong>. This enables them to offer a seamless omnichannel experience. Quick, for example, has successfully integrated its restaurant experience into its mobile app<\/strong>. The brand regularly organises interactive in-app games where users can earn points to spend on their next meal. [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/11\/Quick-Outrun.webp” alt=”Quick – playable outrun” title_text=”Quick-Outrun” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/quick-marketing-en-magasin.webp” alt=”Quick – in-store marketing” title_text=”quick – in-store marketing” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _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-3″ _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Gamification in marketing allows you to implement various types of mechanics tailored to different in-store objectives<\/strong>. Here are some suggestions for games and activities to deploy in stores based on the main commercial contexts in retail. [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Business objective<\/strong>: boost brand awareness and attract customers to the new store Recommended mechanics<\/strong>: Contest with proof of purchase<\/a> Organise a competition where customers participate by presenting proof of purchase made when the store opens<\/a>. This mechanism immediately stimulates sales and draws attention to the new point of sale. Implementation tips<\/strong>: [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]Objective<\/strong>: boost the visibility of the offer and generate sales Recommended mechanics<\/strong>: Interactive quiz<\/a> Offer an interactive in-store quiz that allows customers to test their knowledge of the new product. Participants can win free samples or discounts, encouraging product adoption while gathering valuable feedback. Implementation tips<\/strong>: [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n Business objective<\/strong>: encourage online users to visit the store Recommended mechanics<\/strong>: a geo-localised in-store competition<\/a> Encourage customers to visit the store by organising competitions that they can enter by scanning a QR code available only in-store. This strategy creates a direct link between the brand’s digital actions and its physical points of sale. Implementation tips<\/strong>: [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n Business objective<\/strong>: boost sales and maximize conversion rates. Recommended mechanics<\/strong>: Instant wins. Offer instant wins (Wheel of Fortune<\/a>, One-armed Bandit<\/a>, Scratch Card<\/a>) where customers can find out immediately if they have won a reward when making a purchase during the sale<\/a>. This approach creates a sense of excitement and encourages visitors to make a purchase. Implementation tips<\/strong>: [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _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” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n
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How? By integrating gamification<\/a> into the shopping experience.
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<\/span><\/p>\n1. Increase awareness and attract more traffic
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<\/span><\/p>\n4. Boost in-store conversions
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<\/span><\/p>\n5. Build loyalty and encourage repeat purchases in store
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<\/span><\/p>\n6. Build bridges between online and offline audiences (omnichannel strategy)
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<\/span><\/p>\nExamples of in-store marketing campaigns
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<\/span><\/p>\n1. Opening a shop
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<\/span><\/li>\n<\/ul>\n3. A Drive-to-Store campaign
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<\/span><\/li>\n<\/ul>\n5. Key commercial periods (Christmas, Valentine’s Day)
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