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How Gamification Works in the Jewelry Industry: The Pandora Case Study

Fashion & Apparel
client

Pandora

tools

eSputnik

Google Tag Manager

client

Pandora

tools

eSputnik

Google Tag Manager

content

Client

Pandora is the world-renowned jewelry from Denmark. Pandora jewelry is sold in more than 100 countries across six continents, with 7,800 sale points and over 2,400 concept stores.

Challenge

  • Increase customer base and engage a new audience in interaction with the brand 
  • Boost activity among the current audience.

Spoiler

Users in the jewelry niche showed interest in the new communication format. As a result, the subscription rate through gamification marked a sevenfold increase compared to the previous widget average.

Initial Data

We’ve provided retention marketing services to Pandora for more than three years. Continuous cooperation allowed us to customize the communication channel in line with the Client’s business goals. As the brand is constantly evolving, the Client wants to engage a new audience and expand its customer base. 

Two active subscription forms on Pandora's website (a widget and a footer) have consistently brought in new subscribers.

To solidify the Client’s retention channel and increase the effectiveness of customer acquisition, we suggested a gamification mode.

We have previously written about successful gamification projects, i.e., the multi-category store. Having analyzed the potential results of benchmarks from multiple market segments, we’ve bet on gamification as a proper way to attain desired business results in the jewelry business.

Solution

It took us 1.5 months to implement the Project, starting from the idea approval to the commencement stage. 

Prior to adding a new subscription form to the website, it is pivotal to consider the existing active forms. It is vital to avoid overlapping and ensure a positive user experience. An excessive number of interactive elements may cause an opposite effect: overloading user attention, distracting them, or even distracting the decision-making process.

Boosting Retention Channel with Gamification

Pandora’s key annual and monthly milestones in retention marketing are attracting new subscribers. To increase the number of users who leave their contacts in the form, the Client  decided to replace the standard collection form with the gamified one.

During the activity, we replaced the main subscription widget with the gamification one, having left the form in the footer unchanged.

Gamification Case Study Pandora

That’s how we managed to focus user attention on the new interaction format.

Gamification Mechanics

Out of six gamification forms on offer, we chose the Three in a Row activity assuming a win-win participation. 

After the game mechanics were approved, our Retention Team developed the design and copyright for the activity. The finished elements were assembled on the test server to begin with. After the mandatory testing phase by both teams, the game appeared on the Client’s website.

Duration: 3 weeks.

Terms: 

  • Users had to leave their phone numbers and emails to take part in the game 
  • Part of the gamification, the grading of promotional codes was provided as gifts
  • Every user received a gift for their participation. 

The solution let us solve two focus tasks at once: to engage new users, and increase the activity of current customers.

Step #1

A user calls the widget on the website and fills out the subscription form.

Pandora Marketing

After the form’s validation, the user appears on the game page.

Step #2

To get a gift, the user has to choose one of three boxes.

Gamification Examples

Step #3

In a win-win game scenario, the user is notified about the gift.

Gamification in marketing

Step #4

An email with a promo code and terms of use is sent to the email specified during registration.

Results

The results exceeded all our expectations: in 3 weeks the gamification brought as many contacts as it usually did in 3 months.

Related Gamification Bonuses for Pandora

Although the activity aimed to increase the customer base and expand on a new audience, the Client also benefited from the growth of repeat purchases. This is especially important, as increasing this indicator is one of the client's priority goals.

Gamification examples

*in terms of inflow compared to the previous month

Since the gamification activity resonated with the Pandora audience, we are going to relaunch gamification in other mechanics along with the client to sustain user interest.

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