Leading Supermarket Incorporates In App Experiences To
Boost Customer Acquisition And Reward Customers
Who are ASDA?
Asda Stores Limited, is a British supermarket and petrol station chain. Building on the success of Asda Rewards, a mission-based loyalty programme. Asda reached new levels in 2023 with the introduction of interactive experiences into their rewards app, which had 5.7m active Customers at the time. This didn’t just score big in numbers; it transformed Customer experiences, solidified loyalty, and strategically positioned Asda for future success.
The Challenge?
In a competitive market, brands need to stand out. Asda Rewards aimed to enhance the Customer’s in-app experience in order to supercharge Customer acquisition to the Rewards App plus incentivising new and existing Customers. By utilising gamification, Asda are able to engage and retain their audience, differentiating them from their competitors. Gamifying a rewards experience can be a win-win for both brands and Customers, which helps to foster a long-lasting relationship with Asda and their target audience, supercharging long-term Customer loyalty.
The Strategy
Odicci’s Interactive Marketing Hub consists of Quizzes, Games, Rewards and Advocacy experiences, empowering businesses to acquire, engage and retain Customers through loyalty-driven omnichannel experiences. Asda has created experiences that can be easily integrated into their rewards app to surprise and delight their Customers. Gamification makes the rewards experience more enjoyable and interactive, encouraging Customers to use the Asda Rewards app. This leads to increased retention, return visits and increased spending.
What were the results?
Asda Rewards gamified in-app experience’s are a massive success! Asda has achieved a 10X + revenue uplift from using gamified experiences in 2023 and that success is excitingly continuing into 2024. Since launching their first experience, Asda Rewards has achieved just short of 50m gamified interactions with a consistent 80% + redemption rate. As well as data-driven insights linking to £49.3m of sales. These high reward redemptions indicate strong Customer retention and loyalty.
Asda Reward’s ‘Open The Present’ experience was launched during the 2023 Christmas period within the app. This playful approach enhances customer satisfaction and loyalty by offering personalised rewards in a fun, memorable way. It also attracts new users, increases app usage during a key shopping period, and provides valuable data on customer preferences for future marketing efforts.
Experience in Detail
Solution
in 2023, Asda elevated its Customer engagement strategy by introducing additional gamified in-app experiences called ‘Scan-to-Win’ to the Asda Rewards app, which engaged and rewarded their new and existing Customers. In 2024, they continued to engage their customers with Odicci’s interactive experiences. This included multiple reveal experiences, the most notable being their Asda George ‘Open The Gift’ experience, which achieved a whopping £3 million in incremental revenue.
Reward Customers Daily With Gamification
Investing in an interactive experience can yield substantial returns for businesses by driving Customer acquisition, increasing loyalty, and fostering long-term relationships with Customers.
Asda Rewards aimed to introduce gamification to the In-App Customer experience to provide an enjoyable and immersive Customer journey. By offering a unique and interactive experience, Asda attracts new Customers who are intrigued by the app’s rewards and benefits, as well as fostering a sense of loyalty among existing Customers.
Gain A Competitive Edge
Asda use tap-to-reveal style experiences that reward Customers with personalised coupons automatically added to their wallet along with a chance to win Cashpot prizes. Customers tapped the Gift Box or envelope or even a spring gnome, to reveal their Cashpot or coupon reward. This enables Asda to reward their Customers with discounts and giveaways that help with their weekly shopping. Asda Rewards Gnome experience achieved an amazing incremental spend of £1m as well as 202.8k customers making purchases for the first time in 13 weeks before the experience went live.
Furthermore, The use of coupons allows Customers to be directed to specific seasonal products, which in turn boosts sales. This experience sparked a lasting impact upon Asda Rewards Customers, ultimately supercharging Customer Loyalty.
Asda Reward’s ‘Open The Letter’ experience was launched within the app in order to promote George Asda products using coupons and discounts as rewards. For brands like ASDA, offering immediate, tangible value through coupons encourages customer loyalty, leading to higher satisfaction and retention. This boosts product awareness and increases sales, as customers are more likely to make purchases when discounts are available.
Asda Reward’s Spring ‘ Tap The Gnome ‘ experience was launched via the app as a way of promoting Asda George’s Spring garden products and Gnomes. Incorporating a “tap to reveal” game can make the shopping experience more interactive and enjoyable, driving greater customer engagement. The game generates excitement and curiosity as customers tap to uncover discounts or rewards, encouraging them to explore the Spring and Easter products. This interactive approach boosts product visibility while fostering a sense of achievement when users unlock exclusive offers. It increases customer acquisition, customer engagement, and ultimately boost sales of spring items by offering personalised rewards in a dynamic and memorable way.
Asda Rewards first experience with us was a fun ‘Spin To Win’ game. Using a “Spin The Wheel” feature within the Asda Rewards app adds an element of fun and excitement to the shopping experience, encouraging customers to engage with the app more frequently. The gamified reward system increases anticipation as users spin for a chance to win discounts, rewards, or special offers, making the process of earning rewards more enjoyable. This not only boosts customer loyalty and retention but also helps promote specific products and increase sales. Additionally, it can attract new users to the app and provide valuable insights into customer preferences.
Asda Rewards gamified in-app experience’s are a massive success! Asda has achieved a 10X + revenue uplift from using Odicci’s gamified experiences in 2023 and that success is excitingly continuing into 2024.
Since launching their first experience with Odicci, Asda Rewards has achieved just short of 50m Customer interactions with a consistent 80% + redemption rate. This also included data-driven insights linking to £49.3m of sales. These high reward redemptions indicate strong Customer retention and loyalty.
Asda then continued to use in-app gamification to continue driving Customer loyalty with a seasonal flavour at Halloween, Christmas and to promote products in their ASDA GEORGE collections.
Odicci’s interactive experiences have proven to be a powerful tool for boosting Asda’s Customer retention and loyalty. By integrating elements of gamification, such as reward experiences. Asda now taps into their Customers motivation, making their interactions with Customers more enjoyable and rewarding. Customers are incentivised to return to the app regularly for a chance to add to their Cashpot, driving sustained engagement.
This heightened engagement, coupled with the Customer’s delight of adding to their Cashpot and wallet, fosters a sense of loyalty and brand attachment, ultimately contributing to Asda’s improved Customer retention and a more active, satisfied audience.
Asda’s target audience is left feeling surprised and delighted from Odicci’s interactive experiences and that has done wonders for their Customer acquisition, engagement and retention.
Odicci, alongside Asda Rewards and Eagle Eye, have since achieved ‘The Highly Commended’ Award for Asda’s Scan To Win in the ‘Best use of gamification to enhance loyalty’ category, proving our experiences to be the best way for brands to elevate their Customer Engagement strategies.
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