Leading FASHION RETAILER USES GAMIFICATION
WITHIN MARKETING TO ENGAGE & RETAIN CUSTOMERS

Who are New Look?

New Look is a British fashion retailer known for its on-trend clothing, footwear, and accessories for women, men, and teenagers. Founded in 1969, the company has a strong presence in the UK and several international markets, offering casual and stylish pieces that appeal to a wide range of shoppers. New Look’s focus on fast fashion frequently updates its collections to reflect the latest trends, aiming to provide customers with current styles at accessible prices. New Look has been utilising Odicci’s platform since 2021.

The Challenge?

New Look aimed to re-engage lapsed customers with an adaptable experience designed to stay fresh and visually appealing each time it launched. By reconnecting with these customers, New Look can reduce acquisition costs, as selling to an existing customer has a success rate of between 60-70%, compared with a 5-20% success rate of selling to a new customer. Re-engagement also strengthens brand loyalty, helping New Look foster a more consistent customer base in a competitive retail market.

The Strategy

New Look currently launches their lapsed experiences, including experiences such as, ‘Tap-To-Reveal’ and ‘Scratch To Reveal’  via emails that are linked with Emarsys. Every relaunch will have a fresh look. Whether it’s Halloween, Valentine’s Day, summer, or payday, there’s a New Look Tap To Reveal for every occasion. New Look can re-engage lapsed customers by creating interactive, rewarding experiences that feel fresh and engaging. Gamification provides incentives for returning, helping to rebuild connections and spark renewed loyalty.  

What were the results?

New Look has been able to supercharge customer engagement with each new experience. They have also experienced an uplift of 395% for their CTR’s, with a 19% CTR rate on their ‘Shop Now’ CTAS.  By offering an adaptable experience that feels fresh with each interaction, New Look have drawn past customers back whilst enhancing their brand experience. Gamification has helped New Look supercharge customer acquisition, retention and foster long-term loyalty. 

Easter Gamification

Experience in Detail

Solution

In 2023, New Look decided to implement Tap-To-Reveal and Scratch-To-Reveal’s experiences to re-engage lapsed customers, revive interest and strengthen loyalty. By offering an adaptable, lapsing experience that feels fresh with each interaction, New Look aims to draw past customers back while enhancing their brand experience. This approach helps reduce acquisition costs by focusing on retention, encouraging long-term loyalty, and ultimately boosting sales in a competitive market. New Look has been relaunching gamified lapsed experiences since 2023, engaging & retaining their target audience with every fresh look. 

Reward Customers Daily With Gamification

‘Tap To Reveal’ and ‘Scratch To Reveal’ promotions reward customers by offering instant, interactive excitement, transforming the shopping experience into a fun game with real value at the end. For customers, the chance to win a discount creates a sense of exclusivity and personalisation, making them feel rewarded for engaging with the brand. For brands like New Look, this approach drives immediate engagement, encourages higher conversion rates, and increases the likelihood of repeat purchases, as customers associate the brand with enjoyable and rewarding experiences.
 
By refreshing the look of the experiences every time, customers can feel comfort from knowing how to play the game but then still experience that surprised and delighted feeling every time. Games like Tap-To-Reveal and Scratch-To-Reveal really engage that competitive instinct people have embedded in them, resulting in customers wanting to play the game over and over again. 

Gain A Competitive Edge

New Look refreshes the look of their lapsed experiences frequently, ensuring that each engagement feels new and exciting for customers. By regularly updating visuals, themes, or prizes, New Look keeps the experience fresh, preventing it from becoming predictable or losing appeal. The continuous approach to lapsed experiences, combined with frequent changes, helps maintain customer interest and drive conversions, as customers gravitate to new and exiting interactions. Constantly evolving the experience not only strengthens brand connection but also encourages repeat engagement, supporting loyalty and long-term customer relationships.

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New Looks Gamification strategy with Odicci has been a massive success! ‘Tap To Reveal’ and ‘Scratch To Reveal’ experiences have yielded impressive results for New Look, successfully re-engaging lapsed customers. This surge in participation showcases the effectiveness of New Looks retention strategy, as customers are drawn back to the brand through exciting and fresh experiences that change frequently. By consistently offering new visuals and themes, New Look keeps the engagement fresh and dynamic, ensuring that customers remain interested and eager to participate.

Additionally, this interactive approach fosters a sense of community and interaction, strengthening customer loyalty while also boosting sales and overall brand visibility. The significant increase in CTR  highlights how well the initiative resonates with shoppers, making it a valuable tool for driving both immediate and long-term business success. As a result, New Look is not only revitalising relationships with previous customers but also establishing a more engaging shopping experience that attracts new ones.

New Look has also experienced an uplift of 395% for their CTR’s, with a 19% CTR rate on their ‘Shop Now’ CTAS. New Look are an excellent example of how brands can utilise gamification to bring back customers and incentivise them to start shopping.

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