+150% Revenue Growth through Gamification: Stylus Case Study

Users quickly become accustomed to typical promotions, like discounts and promo codes, and stop responding to them. That's why companies look for new tools to engage and activate their audience. Currently, one of the most effective methods for this matter is gamification.

Statistics from mambo.io show that gamification can increase customer engagement by 48%, thanks to interactive mechanics that encourage interaction with the brand.

In this case study, we'll share the results achieved by a Ukrainian retailer through gamification implementation. The project was led by the Promodo agency team using the omnichannel Yespo CDP.

Project Overview

Stylus has been operating in the Ukrainian market since 2008. Today, it has five branded stores and a service center in Kyiv, as well as 15 pickup points across Ukraine.

Stylus has been working with Promodo since 2017. During this time, they've built a reliable email channel that brings 15% of monthly revenue. The brand is always looking for new ways to improve its effectiveness. This time, Stylus decided to try gamification to boost engagement and activate its audience.

Goals

1. Attract new subscribers
2. Increase revenue

Solution

Launch several gamification campaigns tied to different events: Black Friday, Easter, Stylus' birthday, and others.

Project Implementation

The business uses gamification to achieve several goals:

• Attract users' attention
• Encourage interaction
• Increase conversion

Game mechanics are typically based on the following principles:

The differences can arise from the complexity and amount of iterations, specifics of technical implementation, etc.

Together with Promodo, Stylus tested three gamified activities over a year:

1. "Three Matches"
2. "Gift Box"
3. "Roulette"

Each game had its own email campaign inviting the entire customer base to participate. Additionally, invitations were included in the brand's major promotional emails. During the campaign period, a corresponding widget was placed on the website, inviting users to join the game, hosted on separate landing pages. Promodo's team used Yespo CDP functionality to create the email campaigns.

"Three Matches"

Development and implementation: 2 months

Duration: 3 weeks

Placement: Separate landing page

Game access: Via email or website widget

The activity: Users had to match three identical elements in a row to earn points. The goal was to collect 500 points. Points could be exchanged for one of three gift boxes, with a choice to either claim the gift or continue the game. The reward was a promo code for a discount, which users would receive after providing an email.

Results: "Match Three"

This game was the most complex, as users had to complete several steps to earn the reward.

"Gift Box"

For this game, the Promodo's team developed a unique gamification mechanism specifically for Stylus.

Development and implementation: 3-4 weeks

Duration: 2 months

Placement: Separate landing page

Game access: Via email or website widget

The activity: Users immediately saw the available rewards — discounts for 50, 100, or 200 UAH. To participate, they had to enter their email address on the page. If they won, the promo code would be sent to their email. If they lost, they would have a second chance to win.

Results: "Gift Box"

This game generated the most traffic for Stylus. One could get a second chance to win  if they provided their phone number. As a result, Stylus' contact base grew by about 80%.

"Roulette"

This gamification was not new for Stylus. Depending on the event — Stylus' Birthday, Back To School, or Black Friday — only the design and campaign duration were changing. Since the integration happened on the Stylus' side, the implementation time was shorter than for other activities.

Development and implementation: 1-2 weeks

Duration: 2 months

Placement: Separate landing page

Game access: Via email or website widget

The activity: When users accessed the game, they saw a pop-up with a roulette wheel and the available gifts. To spin the wheel, they had to enter their email. If they won, the promo code was sent to their email. If they lost, they could try again by entering an alternative email address.

Results: "Roulette"

"Roulette" proved to be the most effective. During Black Friday, Stylus gained 12% new contacts. The "Roulette" game, launched for Stylus' Birthday, accounted for 5.41% of all transactions from the gamification project.

General Results and Future Hypotheses

During the gamification campaign, Stylus gained up to 8% new active contacts each month. Additionally, monthly revenue increased by 150%.

The gamification project for Stylus led Promodo's team to several hypotheses and conclusions, which they plan to test in the future:

1. The fewer actions required from users, the more effective the gamification. This was confirmed by the results of "Gift Box" and "Roulette" compared to "Three Matches".
2. Offering a second chance to collect another type of contact (phone number in addition to email) makes sense.
3. It's worth combining mechanics, for example, adding a "Gift Box" activity to "Roulette" to increase user engagement.
4. To assess the effectiveness of a gamification mechanic, track how many users leave the landing page without participating.
5. Inviting users to gamification campaigns can be done not only through email and widgets but also via social media to reach a broader audience.
6. It's worth experimenting with increasing the odds of winning and different gifts and promo code conditions.
7. Conduct experiments with seasonal gamification launches to determine how it may impact audience engagement.

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