To balance the advantage in the customer competition with e-commerce platforms, chain retailers need to provide in-store experiences while also leveraging vouchers as “the key driver” to motivate customers to shop. In addition to the strategy of personalizing the message and optimizing the customer’s voucher redemption experience, retailers can also increase the value of the distributed voucher, the desire for redemption to buy, and thus increase sales by “Gamifying the Vouchers Drop Activities on The Master Channel.”
Scarcity Effect
Most retailers release millions of vouchers every year, but how many orders are converted? For example, if you are a potential customer of a fashion brand, on average, you receive a voucher every 1-2 months urging you to shop at the store. Would you be excited to use it immediately, or would you think, “These mass-distributed vouchers don’t hold much value”?
Scarcity in Marketing is a psychological phenomenon that occurs when customers have a desire to own a product/service that they hardly have a chance or have a very little chance of receiving it.
If the voucher is provided regularly, customers may not care and lose interest, then the vouchers lose their scarcity and uniqueness, making customers feel that it is not necessary to use it immediately. Another important reason is that if the customer does not have to contribute any effort or commitment to receive the voucher, they are less motivated to take advantage of the offer. When using the gamification strategy in the promotion of vouchers, retailers do not give an offer directly, but ”challenge” customers with a game, and the voucher is a reward customers have to make efforts to earn.
The scarcity effect is applied in voucher distribution strategies to improve the value of the issued voucher, encouraging customers to be excited to participate, compete for valuable offers, and immediately redeem the offers once received.
Gamifying the Voucher Drop Activities on The Master Channel
The Master Channel is a concept initiated by the PangoCDP team and PhD. Dinh Mong Kha, defined as the main interaction channel that helps businesses connect with customers. Compared to the Omnichannel concept, businesses when investing in The Master Channel means focusing resources on a main channel to create better experiences for customers at a lower cost. The Master Channel is built on a customer data platform combined with popular Super Apps such as Zalo, MoMo,…
The activity of distributing vouchers with Games helps vouchers become valuable by creating a desire to own for customers. By applying scarcity effects, distributing vouchers combined with Game on The Master Channel will be a perfect match.
Not just the typical mini-games for lucky draws, the games built on The Master Channel will be on a completely different level. The entertainment aspect will be restored to its core role of GAMES, thereby bringing clear values to the business.
Value to Businesses
Increasing interaction, which in turn boosts sales is the most core value that the Gamifying the Voucher Drop Activities strategy brings to retail businesses.
- Games are designed according to the brand’s story and the goal of the campaign. For example, for customers who play online games, businesses can set up a virtual store environment with colors, logos, signs, clothing models, etc., bringing the brand’s identity to be included in the game to promote the image of the store and help customers remember the brand.
- Games are engaging content with viral potential, helping increase the engagement rates by 3-5 times for Media and Activation. When launching a campaign, retailers want to reach as many potential audiences as possible, and the game will make this goal a lot easier. An interesting game will successfully attract a customer, combined with the rule of expanding the number of plays by inviting friends to play together, allowing business to reach many new potential customers from only 1 initial customer.
- Data is collected easily by combining games and The Master Channel in the voucher distribution activities. Customers can join in without logging in or downloading an app. Data is fully collected from the approach stage to reward and purchase.
- Beyond individual campaigns, Gamifying Voucher Drop activities on The Master Channel creates a two-way interactive channel. Businesses can easily build 100% automated scenarios to remind customers to use promotions, encourage purchases, provide customer care, and participate in loyalty programs.
Implementation Method
Instead of sending messages/notifications to give away vouchers to customers, brands can send an invitation to ”play the game to receive a huge voucher” with a link to access the game built directly on the Master Channel.
For customers shopping directly in-store, sales staff can invite them to scan the QR code to play the game. Brands can flexibly adjust the game rules depending on the actual needs and business goals, such as participation time limit, daily play limit, reward method, etc.
For example, Pango Fashion chose Zalo as their Master Channel and wants to boost sales for the final month of the third Quarter.
The Pango Team developed an engaging game called “Voucher Hunt – AR Shooter.” Customers will play games by allowing the game to access the camera, immediately displaying the real environment on the screen. Customers tap the screen to catch flying vouchers. The more vouchers they catch, the higher their score and ranking on the leaderboard.
Retail businesses can attract customers from everywhere online to play this game. This is also a game that helps retail stores navigate customers to buy at a certain branch.
A health and beauty product distribution business G has launched a campaign to play games in-store to receive shopping vouchers. The campaign took place at stores near student dormitories and universities, attracting a large number of students to come and play games at the store.
Customers can enter the game by the link posted on social media, in the message received or scan the QR code at the store. Players compete in the AR Shooter game, and at the specified time, the voucher will be sent to the player with value corresponding to their ranking on the leaderboard. Customers can use the voucher to buy directly at the store. The campaign increased sales for this branch, while enriching the data source of customers aged 18 to 22.
The Master Channel x PangoCDP: the driving force behind the success of gamified voucher distribution campaigns
To successfully implement gamified voucher distribution on The Master Channel, businesses need to choose a suitable The Master Channel with their available resources and long-term goals. The ideal is to use Super Apps (OA + Mini App) such as Zalo, MoMo,… to create a more diverse customer experience.
Take the example of Zalo, this is a channel chosen by many businesses as the Master Channel and implements Gamifying activities because Zalo offers both OA – with more than 74 million users and Mini App – a useful mini-application store catering to customers’ life needs.
One of the benefits of The Master Channel in implementing “Gamifying the Voucher Drop Activities” is the advantage of data. The exploitation of customer data through gamification on the chosen platform as the Master Channel can help businesses create more accurate and effective Marketing strategies. For example, businesses can focus on creating games and gamified activities to collect data on customer preferences, thereby designing and offering products and services that match customer needs.
Once user behavior is captured through Games or other activities, businesses need a place to unify data to track user interaction. This data source is then automatically segmented based on the needs and behaviors of each customer. From there, businesses can come up with appropriate engagement and interaction scenarios.
Accordingly, the PangoCDP customer data platform will help businesses do the above tasks automatically and optimally. At the same time, ensuring the brand’s message is delivered to the right person at the right time, personalized based on data, and enhances effectiveness.
If you are interested in the strategy of Gamifying the Voucher Drop Activities and looking for exciting games for your business’s marketing campaign, connect with us at: http://brandgames.vn/
Not only data exploitation strategies, but also detailed marketing campaign implementations for businesses based on data orientation and much new knowledge around The Master Channel will be presented in detail in The Main Interaction Channel – The Master Channel, Volume 1.
Six chapters of the book will guide readers through the impressive development journey of interaction methods between businesses and customers.
From the most primitive forms to multi-dimensional interactions in the smartphone era, the book will present successful stories along with leading global brands in boosting revenue by enhancing customer experience, explaining the success of The Master Channel concept when applied at two leading Vietnamese companies, Nutifood and CellphoneS.
The book is now available at Fahasa, Phuong Nam, Hai An, Ca Chep bookstores, and online at 24h bookshops and e-commerce platforms like Tiki, Shopee, and TikTok Shop. You can also quickly order the book here: https://i.o2o.vn/H767
