Strict data privacy laws and declining email conversion rates have encouraged brands to adopt more interactive formats. Spin-to-win gamified promotions once operated as isolated plug-ins, but are now a foundational entry point for customer journeys.
Triggering Targeted Marketing Campaigns
Advanced software prompts mean that more information can be found out about a customer before they engage with a promotion. This can include asking for consumers’ product preferences, clothing size, or location.
Data can then be sent automatically to CRMs, triggering targeted follow-ups. Companies like Sainsbury’s have already adopted prize mechanics within their Nectar app, rewarding people with as little as 2 Nectar points, or big prize drops that stretch into the thousands.
As the Nectar app allows people to earn bonus points when buying certain products, which are specific to that user’s shopping history, full customer data profiles can be built, and marketing preferences can be catered to accordingly.
Temu has also adopted gamified prize wheels. Spinning a wheel, or choosing a digital cup on the screen, reveals a discount.
If the customer has never made a purchase before, advanced trigger technology awards an additional new customer discount. Depending on the value of the win, products are recommended that fulfil the relevant criteria.
Casinos are another example of platforms that have adopted the daily free bonus technology. For example, players who deposit £10 and stake £25 on any casino games could be eligible.
Advanced software mechanics allow parameters to be set, ensuring that only people who meet the criteria are given access to the reward.
Daily streaks by tracking consecutive logins can be integrated with promotions like this, showing not only how far technology has come, but also how security and data processing have become an integral part of the system.
Omnichannel Marketing
Advanced omnichannel marketing platforms sync rewards with brick-and-mortar touchpoints. Consumers can engage with a gamified promotion and then take the barcode from the promotion to a checkout counter.
Although there is always a random underlying probability engine that powers promotions, limits can be imposed, such as ensuring that a particular discount only triggers once for every 100 engagements. Dynamically restricting free shipping coupons to higher basket values is also possible, so that profit margins can be protected.
AI is replacing fixed, daily promotions with shifting offers that tailor to consumer preferences. It can also be used to process data, such as when a customer is most likely to open an app, use the promotion, and convert.
AI is also able to distinguish between targeted audiences. A customer who typically spends more on a site may need to meet a higher threshold requirement to trigger the promotion. A new customer, on the other hand, may be given completely different criteria to meet. Amazon is an example here.
They use tiered spending promotions to incentivize active members to spend more. Prime members receive targeted offers, like spend £50 to receive £15 in free credit.
Setting a spend threshold forces a higher order value for specific demographics, giving the company full control over its marketing promotions. Combined with gamification, it’s a powerful strategy that works well across many verticals.
