Leading Beauty RETAILER Wins Back lapsed
customers using gamification

Who are Fragrance Direct?

Fragrance Direct is a UK-based online retailer specializing in discounted beauty and fragrance products. They offer a wide range of items, including perfumes, aftershaves, cosmetics, skincare, and haircare, from both luxury and high-street brands. Known for competitive prices, regular deals, and promotions, they cater to customers looking for affordable access to popular and premium beauty products. Their user-friendly website and reliable delivery service make them a popular choice for beauty enthusiasts and gift shoppers alike.

The Challenge?

Fragrance Direct aimed to win back their lapsed customer segment, supercharging sales and customer loyalty. Brands have a 20-40% chance of winning back a lost customer, as compared to a 5-20% chance of converting a prospect into a new customer. Retaining or reactivating existing customers is more cost-effective than acquiring new ones. These customers are already familiar with your brand, reducing the resources needed to reintroduce them.

The Strategy

Fragrance Direct launched a ‘Scratch To Reveal’ experience which gave their target segment, which consisted of lapsed customers, the chance to win discounts at their online store. The experience was via email and encouraged lapsed customers to go to the Fragrance Direct store. By using gamification to re-engage their lapsed segments, Fragrance Direct tap into their target audience’s instinctual desire for completion and the need to ‘win’, which in turn supercharges their website traffic and revolutions their revenue. 

What were the results?

Fragrance Direct achieved impressive results from their scratch-to-reveal experience, demonstrating the value of interactive campaigns in re-engaging lapsed customers. The campaign drove a remarkable +694% uplift in email click-through rates (CTR) among this audience, reflecting strong engagement and interest. Additionally, the initiative led to a +23.3% increase in average order value (AOV) for lapsed customers, showcasing its effectiveness in encouraging higher-value purchases. 

Fragrance Direct – Scratch To Reveal – Launched via email and website

Play The Game
Try Out The Platform

Experience in Detail

Solution

Fragrance Direct developed a scratch-to-reveal experience to re-engage lapsed customers through an interactive and rewarding campaign. This approach leverages gamification to capture attention, reignite interest in the brand, and encourage higher engagement. By offering an engaging way to reconnect, the experience drives email open rates, click-throughs, and higher-value purchases, making it a powerful strategy for customer reactivation.

Reward Customers With Gamification

Rewarding lapsed customers with gamification is an effective way to reignite their interest and loyalty by combining fun, engagement, and value. Interactive campaigns tap into customers’ natural curiosity and competitiveness, creating memorable experiences that go beyond standard marketing tactics. By incorporating rewards, such as discounts or exclusive offers, brands provide immediate value, reinforcing the customer’s decision to re-engage. Gamification also fosters an emotional connection with the brand, making customers more likely to return for future interactions. This approach not only drives short-term reactivation but also builds longer-term loyalty by positioning the brand as innovative and customer-focused.
 

Rewarding customers offers a range of benefits beyond reactivation and loyalty. It fosters a sense of appreciation, making customers feel valued and strengthening their emotional connection to the brand. Rewards can also incentivise desirable behaviours, such as higher spending, repeat purchases, or social sharing, effectively turning customers into brand advocates. Additionally, a well-designed rewards programme can differentiate a brand in competitive markets, enhancing its reputation and customer retention rates. Rewards provide valuable data insights as customers engage with offers, helping brands better understand preferences and refine future marketing strategies. Overall, rewarding customers creates a win-win scenario by enhancing customer satisfaction while driving business growth.

Gain A Competitive Edge

Scratch-to-reveal experiences give brands like Fragrance Direct a competitive edge by combining gamification, personalisation, and rewards to create highly engaging customer interactions. These experiences capture attention with their interactive format, making marketing campaigns more memorable and enjoyable compared to traditional approaches. By incorporating an element of surprise and offering tailored rewards, they encourage participation and foster a sense of excitement. This not only re-engages lapsed customers but also builds emotional connections, enhancing customer loyalty. Furthermore, the data collected during these interactions provides valuable insights into customer preferences, enabling brands to refine their strategies and stay ahead in competitive markets.

CTR for the Lasped Segment
+ 0 %
AOV for the Lasped Segment
+ 0 %
Open Rate
0 %

Fragrance Direct leveraged a scratch-to-reveal experience to re-engage lapsed customers, demonstrating the power of gamification in modern marketing. This interactive experience added an element of excitement and surprise, capturing customer attention and encouraging deeper engagement. By integrating rewards into the experience, the brand effectively motivated lapsed customers to reconnect, revitalising interest in their offerings and enhancing customer relationships.

The results of the experience were exceptional, showcasing the tangible benefits of this innovative approach. Email click-through rates for lapsed customers saw an incredible uplift of +694%, underlining the success of the interactive format in driving customer action. Furthermore, the campaign boosted the average order value by +23.3%, highlighting its ability to not only re-engage customers but also encourage higher-value purchases. With an email open rate of 14.53%, the campaign successfully captured attention and interest, ensuring its messages reached the intended audience effectively.

These results underscore the competitive advantage gained through gamified experiences. By creating a fun, rewarding, and memorable interaction, Fragrance Direct strengthened its appeal to customers and demonstrated the brand’s innovative approach to customer retention. The experience highlights the potential of gamification to drive meaningful outcomes, from increased engagement to higher revenue, while positioning the brand as forward-thinking and customer-focused in a competitive market.

More Case Studies

Benefit Cosmetics

Benefit Cosmetics

Benefit Cosmetics

Benefit Cosmetics

Request a demo

Discover how to boost customer engagement,
maximise lifetime value and drive loyalty with
interactive marketing experiences.

Find out today how we help brands convert
more site traffic and enrich data collection achieving
scalable, repeatable growth.