Data capture enhanced Scribbler’s engagement!

Data capture is very vital for all types of businesses. let’s find out how Scribbler boosted their database and email list by 10x.

It was 1981, Margaret Thatcher has been in power for two excruciatingly long years already, Charles and Diana have just announced their engagement, Bucks Fizz has won the Eurovision Song contest and Scribbler has just been born!

There are 32 Scribbler stores across the UK that see thousands of customers every day, yet little customer information was gathered until the company partnered with ODICCI to create an offline-online campaign.

Previously, Scribbler used in-store sign-ups/forms requesting email addresses and information, which they had to manually type up themselves.

This was very time consuming and unengaging. So, how did Scribbler capture 10x more email addresses and increase their database by 50% in 4 months using ODICCI?

Scratch cards were distributed in-store along with receipts, if a participant scratched three pugs, they were a winner. To redeem their prize, winners went to the campaign micro-site and registered with their code from their card, and entered their email.

Scribbler is able to track all of the results from the campaign on the ODICCI dashboard in real-time and on a store-by-store basis.

Objectives:

  • Offline data capture
  • Increase registrations
  • Manual excel imports into CRM

Solutions:

  • Scratch card competition
  • Offline engagement > online registration
  • Direct integration into CRM
  • ESP integration

Results:

  • Customer engagement in 34 stores in the UK
  • +90.000 new email addresses in 6 months
  • One out of four customers participates
  • +93% of new email addresses
  • +70% of customers register outside of the store
  • 50% database increase in just 4 months

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What is Zero-Party Data?

All successful marketing begins with good data — because data drives personalisation, and personalisation drives conversion. 

Types of data

Personalisation strategies have traditionally looked at three types of data to work out interests and intents of consumers.

These three well known types of data are:
> First-party data is any information that is collected through a direct relationship with a consumer.
> Second-party data is data that users are not giving directly, but that brands are obtaining through a direct relationship with another business.
> Third-party data is implicit, often outdated, collected by an entity that doesn’t have a direct relationship with consumers (for example cookies, browsing behaviour, credit score, …).

The problem is that a lot of it is based on inferred and observed data. And we know that assumptions are often wrong.

Another problem is data Privacy.  Following large data breaches governments introduced tighter regulations. We know The General Data Protection Regulation (GDPR) here in Europe and more recently the California Consumer Privacy Act (CCPA) this year.

Following these events Forrester introduced the term zero-party data defined as follows:

“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context and how the individual wants the brand to recognize her.”Forrester

Why is zero-party data hot?

As competition grows marketers face increasing pressure to deliver personal experiences to engage.

Zero-party data is considered the most accurate customer data to deliver personalisation at scale because it reflects on current consumer experiences and provides insight into consumer intent. 

Marketers rather than relying on perceived or inferred information are directly asking consumers, who are intentionally and proactively sharing in return. 

Zero-party data is based on concepts of privacy and value.

Consumers are open to share personal data with brands when they receive better experiences. Brands must in exchange be transparent about how they collect and use the data.

Creating engaging experiences that build trust in the way consumer data is used is the best way to drive true personalisation. 

By taking the zero-party data path, marketers build direct relationships with consumers. As a result, marketers better personalise marketing communications and product recommendations.

Value exchange

When collecting zero-party data consumers need to be entertained, engaged, and receive something in return for their attention and personal data. Consumers provide zero-party data as a direct value exchange. 

To motivate consumers to intentionally and proactively share their data marketers can use incentive mechanics such as instant wins, exclusive offers, coupons, gifts, loyalty points, …

Successful zero-party data collection is based on interactive conversations and enables consumers to create their own experience while interacting with the brand.

For marketers to succeed they need to create experiences led by inspiring design and empowered by data and technology. 

Via interactive content (swipe survey, a personality test, game, playful poll or quiz) brands can collect zero-party data. 

For example with a “tinderesque” swipe survey we helped Central England Co-Op collect preferences and interests from their audience.

Together with Paperchase we implemented interactive personality profilers to collect insights from their customers.

By putting consumers in control marketers activate trust and create the most effective way to collect interests, intents and preferences.

With zero-party data, you can identify your highest value customers, develop one-to-one personalisation and maximise lifetime value of your customers. 

In summary

There is a general concern about data quality as inferred and observed data sources are not reliable.

A new type of data called zero-party data emerges. Data that is intentionally and proactively shared with a brand by consumers.

Thanks to zero-party data brands can increase customer satisfaction, improve loyalty, drive advocacy and generate revenue. 

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Interactive Customer Profiler

10 interactive Black Friday experiences

You’ve probably heard some of the madness that surrounds Black Friday, well it’s about to get a little crazier!

Black Friday is the day after American Thanksgiving. This marks the start of the Christmas holiday shopping season for consumers.

This often means retailers often heavily promote their stores and markdown prices to entice shoppers to buy products both online.

Black Friday Biggest Shopping weekend

Black Friday is the start of the biggest shopping weekend of the entire year, it is full of amazing deals, cheap electronic items!

According to Statisica (2019), The United Kingdom takes Black Friday quite seriously. The total retail spending during Black Friday was forecast to reach £8.57 billion pounds. The highest among many other countries in Europe.

The figures suggest that reports of Black Friday fatigue among shoppers, deterred by bogus discounting, may have been wide of the mark. Black Friday retailers to keep Black Friday as a key retail event in the run-up to Christmas.

10 interactive experiences to improve your engagement with your audience!

Scratch the discount

 

The smash the discount is an effective interactive experience that will enable your audience to have a bit of fun. The interactive experience permits your audience to get inspiration, tips, or just see your products from a new perspective.

Spin the wheel (Black Friday)

Interactive games like spinning wheel is a great manner of grabbing the consumers attention. The experience will not only just boost your email list but also improve conversation rates.

Black Friday (Quiz)

Quizzes have the ability to drive massive chunks of traffic and that’s not the end of the story. For marketers like us, we need a purpose for driving traffic, eyeballs alone are not the goal.

To help connect the dots between quizzes and ROI, here is the complete guide to making and using quizzes.

 

Black Friday Profiler Game

odicci’s customer profile experience will help you to understand who your audience and their interests. This insight will help you to recognise your customer’s characteristics, behaviour and trait.

Black Friday Memory Game

The new memory game will help you to improve the general brand awareness of your company.

Your potential clients will be aware of your existence and the products and services that you offer. That can only mean that there is a big chance of converting them into your customers!

Peel the Friday discount

The peel experience enables you to interact with your audience in a fun, unique and exciting manner. The experience enables you to stand out and boost more revenue.

Black Friday Gift Finder

Gamification can be a great way to attract new subscribers and keep them. The interactive elements help to make emails more memorable and more engaging long after the initial sign-up.

Black Friday Wheel of Fortune

The Wheel of Fortune experience is a unique marketing tool that often is not classed as marketing. This is often seen as a fun and exciting experience. The interactive experience allows your audience helps generate good conversation rate.

Black Friday Pinball

The purpose can be pure fun and entertainment. Lights flash, and bumpers thump as the points rack up making it easy to focus on the game and lose track of everything else. Pinball experience is an exciting manner to improve loyalty, increase conversions and retention for your brand.

Black Friday Selfie Experience

If you are a cosmetics brand, you can encourage your visitors to make a Halloween makeup. Create a photo contest in which your visitors will share the photo of their makeup with your products.

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10 interactive Christmas experiences

Do you hear any jingle bells ringing yet? Christmas is almost here, and it’s time to start preparing for your Christmas marketing campaigns! 

Christmas is one of the highest consumption’s times of the year, making it one of the busiest times of the year for marketers.  

Being such a celebrated time of year, 1 in 10 Brits begin their Christmas shopping as early as July. We did some research to find out how much Brits are spending on gifts over this holiday season (2019).

According to Finder, an average British adult will fork out £512.85 on gifts over the Christmas period. This means that overall the UK is planning to spend £26.9 billion on festive gifts this year. 

10 interactive experiences to boost engagement and increase your conversion rates!

 

Tap the Christmas Tree

Interactive fun games like spinning wheels are great at grabbing the consumers attention. The experience does not only help you grow your email list, improve conversions, lead capture, and reduce abandoned carts. 

 

Advent Calendar

The Advent Calendar is an online calendar with 24 doors, and behind each door, a prize awaits your audience. It can be a discount to your product, giveaways or use of your product. You can even include quizzes and other fun interactive experiences to gain more personalized information.

It helps to boost engagement on social media (you can share updates every day about what is hidden behind each door), it helps generate new leads and grow your email list, promotes your product and boost sales and easily captures key marketing insights.

Swipe The Snow Globe

The swipe experience permits you to interact with your audience in a fun and exciting manner. Capability to think outside of the box enables you to stand out and boosted revenue.

Gift finder

Who doesn’t struggle to find a gift for their mom, dad, sister, brother, or mother-in-law! There is always that one person you just can’t find a gift for. The product recommended is the virtue of a shopping assistant and could come in handy for your audience this Christmas.

The way it works is the customers is asked questions, such as who you are buying a gift for.

Let’s say you said ‘your mom’ the next question could be ‘Does she like to spend her time cooking, doing sports, or building things?’ with a couple of more follow-up questions, the client is led to some product suggestions that fit the answers.

What Christmas character are you? (Profiler)

Personality tests are really good to boost your social media engagement. People love to share their results. You could go for a classic one, asking ‘What Christmas Type are You?’ asking fun questions about how people behave or feel about Christmas.

The personalities given in the end could be adored Christmas characters: The Grinch, Rudolph The Red-Nosed Reindeer, and Jack Frost. Alternatively, you can create a Christmas themed personality test about something related to your branding or product.

Christmas Quiz

including a question about the company and a chance to win a prize. If you have more time, you can create a quiz with more questions with a Christmas theme. This fits with the general idea of the quiz, which is perfect, and led to a very strong conversion rate.

 

Santa’s Helper (Drop Game)

The purpose of the drop game is to introduce your audience to an interactive experience that will bring excitement. Making it easy to focus on the game and lose track of everything else. The Drop experience is an exciting manner to improve loyalty, increase conversions and retention for your brand.

Shake the Christmas Tree

 

The shake experience provides the perfect platform for interacting with your audience. The unique experience enables your audience to start their journey by associating your brand with fun engagements and this results in lifetime value customers.

Christmas Memory Game

Brands use games memory game feature as an extra tool to advertise their products and service. By the end of the game, the participants will have been exposed to the products quite a few times. The brand awareness of your company will be increased, and the audience will be able to differentiate your products from the competitors.

 

Christmas Wheel of Fortune

The Wheel of fortune experience allows you to interact with your audience in a fun and exciting manner. The experience will help you grow your email list, improve conversions, lead capture, and reduce abandoned carts.

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10 interactive Halloween experiences

The spookiest month of the year is upon us. Since you’ve landed here and you must have started planning your Halloween marketing campaigns already.

The prevalence of Halloween traditions such as wearing costumes, trick-or-treating, carving out pumpkins and have led to large amounts of consumer spending. This spending has been increasing annually and is forecasted to reach a total of 419 million British pounds in 2018.

Halloween means big business for retailers and estimate last consumers spent £421m on all aspects of the celebration. This year, growing consumer interest means that spend is likely to be £443m, a growth of around 5.2%. Brands that want to cash in will have to out-trick their rivals and treat their customers.

Here are 10 interactive experiences that will boost engagement and increase your conversation rates!

Tap The Ghost

The tap the ghost experience is an exciting manner to boost traffic to your website. The experience enables your audience to have fun and potentially get rewarded for participating in the activity.

Tap The Pumpkin

Games like spinning wheels are great at grabbing the user’s attention. The interactive experience will not only help you grow your email list, improve conversions and lead capture.

Halloween Quiz

The Halloween quiz is all about fun. It’s light-hearted from the start and the quiz questions are enjoyable. This fits with the general idea of the quiz, which is perfect, and led to a very strong conversion rate.

Halloween Profiler Game

odicci’s customer module will help you to understand the softer side of your customers highlighting who they are, what they look like, their interests and wants. This insight will help you to recognise your customer’s characteristics, behaviour and trait.

Smash the pumpkin

The shake experience allows you to interact with your audience in a fun and exciting manner. Capability to think outside of the box enables you to stand out and boosted revenue.

Memory Game

Brands use games as an extra tool to advertise and promote their products and service. By the end of the game, the participants will have been exposed to the products quite a few times. Brand awareness will be increased, and the audience will be able to differentiate your products from the competitors.

Gift Finder

Gamification can be a great way to attract new subscribers and keep them. With interactive elements helping to make emails more memorable and more engaging long after the initial sign-up.

Halloween Wheel of Fortune

The Wheel of Fortune experience provides the perfect platform for interacting with your audience. The experience enables your audience to start their journey your brand with fun engagements.

Halloween Pinball

The purpose can be pure fun and entertainment. Lights flash, and bumpers thump as the points rack up making it easy to focus on the game and lose track of everything else. Pinball experience is an exciting manner to improve loyalty, increase conversions and retention for your brand.

Halloween Selfie Experience

If you are a cosmetics brand, you can encourage your visitors to make a Halloween makeup. Create a photo contest in which your visitors will share the photo of their makeup with your products.

Encourage your community to vote for the most beautiful makeup and reward the winner. An original way to promote your products! 

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