Comfy is the most successful omnichannel home appliance and electronics retailer in Ukraine.
The market of home appliance and electronics is one of the most competitive markets in Ukraine. For a large brand who has already covered more than 30% of the market, attracting a new audience is a real challenge which motives to look for out-of-the-box approaches.
To increase the customer base within the shortest possible time and motivate subscribers to make a purchase, the Promodo team has created the “Roulette” gamification activity.
A lot of marketing experts and eCommerce business owners are skeptical of draws. They consider that this tool attracts an unmotivated audience. However, this activation solution is an effective tool for drawing customers, especially if the logic of the activity was carefully developed, and an initiator can control all stages of the activity implementation to a website.
In the Comfy case, users, who visited the website (and, therefore, were interested in a purchase), as well as existing customers who ordered something earlier became participants of the draw.
*Contest games with guaranteed prizes significantly increase customer loyalty. Clients participate in such draws and share their winnings in their social profiles.
All website visitors
Existing customer base
To work out these details, the launch process was divided into several stages:
If the arrow points to the grey field twice, the user receives a notification asking them to enter their email address and receive an additional attempt. If the arrow points to the grey area again, the user can enter a friend’s email and try one more time as a referral. By motivating players to invite friends to the game, we managed to attract the attention of new users to the COMFY brand.
The Promodo team created several marketing email templates and configured scenarios for different results of the draw.
Website banners and widgets informed visitors about the draw. We also sent emails for the existing customer base.
Our team tested user activity at every implementation stage, monitored the customer's reaction and made necessary changes if needed.
What we tested, and why:
×8 New subscribers
+32% Revenue from triggered emails
+74% Transactions from triggered emails
Thanks to the activity, the Promodo team managed to expand the customer base and increase the number of cross-sales.
The Comfy customer base has been replenished with a new audience which they now can convert into loyal customers with the help of the email marketing channel. Promodo is currently testing new mechanics of interaction with users to increase the customer base and revenue in future.