Leading Online beauty Retailer utilises
gamification TO ENGAGE THEIR Target audience
Who are All Beauty?
All Beauty is a Guernsey-based beauty and skincare online retailer, founded in 2004. The retailer stocks prestigious brands in fragrance and cosmetics, with YSL, Lumene, Ralph Lauren, Cacharel and Diesel among its many brands. All Beauty started creating gamified experiences using experiences in 2023, starting with a ‘Crack The Egg’ Easter experience.
The Challenge?
All Beauty needed a marketing strategy that would help re-engage their ‘registered but not purchased’ and lapsed segments. Furthermore, the brand wanted to enrich their customer database in order to take advantage of customer birthdays within their marketing. By using the Odicci platform, gamification makes acquiring and retaining customers easier than ever.
The Strategy
All Beauty targeted their ‘registered non purchased’, lapsed customers and customers without birthdays with various gamified experiences via email, using rewards to incentivise customers to engage more. By hiding a discount or special offer behind an email, All Beauty can create a sense of exclusivity and excitement, which may prompt recipients to make a purchase. Gamification provides AllBeauty a way to make their emails more memorable and drive action from customers.
What were the results?
All Beauty achieved amazing results using gamification! They gained an outstanding 23% uplift in CTR for ‘registered non-purchase’ customers and a 353% CTR uplift in lapsed customers. Furthermore, their average order value for ‘registered non-purchase’ customers increased by 22.23% and +6.7 for lapsed customers, supercharging their sales conversions. These experiences also gained All Beauty a 263% increase in revenue for the lasped segment.
Experience in Detail
Solution
Reward Customers Daily With Gamification
Using rewards to incentivise customers to return offers numerous benefits, primarily driving customer retention and increasing their lifetime value. By offering exclusive discounts, points, or perks, brands can foster long-term loyalty, encouraging repeat purchases and deeper engagement with their communications. Rewards programs also help differentiate the brand from competitors, while giving customers added value, making them more likely to choose the brand again.
Additionally, these programs generate valuable data on customer preferences and behaviours, allowing brands to personalise future offers and refine their marketing strategies for greater impact.
Gain A Competitive Edge
Using birthday data capture experiences in emails can give brands like All Beauty a powerful competitive edge by adding a personal, feel-good touch to customer interactions. When customers share their birthdays, the brand can surprise them with special birthday messages or exclusive offers, making them feel truly valued. This personalised approach strengthens emotional connections, making customers more likely to stay loyal. Birthday campaigns also tend to see higher engagement because they hit at the right moment, offering something extra special. By showing they pay attention to the details that matter, All Beauty stands out from competitors, creating a memorable experience that keeps customers coming back. Eventhough the experience was not incentivised, All Beauty still saw conversions linked to their birthday capture emails.
AllBeauty have successfully used gamification to draw their ‘registered but not purchased’ customers to their e-commerce website, supercharging sales. As a result, their customer Average Order Rate skyrocketed by 22%. The experiences also had a positive impact upon All Beauty’s active subscribers, achieving a +109% uplift in CTR.
Gamification has added excitement and curiosity to All Beauty’s marketing, encouraging customers to engage with the email content. By allowing customers to reveal a hidden discount or special offer, All Beauty can create a sense of exclusivity and surprise, which motivates users to take immediate action.
The gamified experience makes All Beauty’s email campaigns stand out to their subscribers, increasing click-through rates and engagement. Ultimately, this fun, interactive approach could help convert hesitant subscribers into paying customers by offering them an irresistible incentive to make their first purchase.
All Beauty has significantly enriched their birthday data collection, with 3175 birthdays collected together and a potential four-figure ROI. By collecting birthdays, All Beauty can now send personalised birthday emails, offering special discounts or gifts, which are more likely to drive engagement and conversions.
Additionally, All Beauty launched a scratch-to-reveal experience which achieved a +353% CTR uplift for lasped customers and 6.7 uplift in AOV, further engaging their target audience.
By using gamification within their marketing, All Beauty has been able to create that personalised feel for their marketing – leaving a meaningful impact which increases the likelihood of repeat purchases.
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