How can we bring people back to shopping centers without relying on traditional discount vouchers? Carmila, which manages 128 of them in France, has found an original solution: combining interactivity, data collection, and fun experiences through gamification. With the help of Qualifio, a platform specializing in data first– andzero-party, the brand transforms its visitors into active participants... and its marketing campaigns into real traffic drivers.
A simple, but devilishly effective mechanism
The key is a well-oiled drive-to-store strategy, fueled by digital and physical campaigns, designed to build connections between shopping centers, customers, and partner brands. Quizzes, instant wins, photo contests: the formats are varied, the mechanics fun, but the objective remains the same: bring visitors back, enrich their experience... and collect key data.
A striking example: the “ The Summer of Champions », launched on the theme of sport. By scanning a QR code in a space designed like a locker room, participants had access to a 100% winning personality test, with discounts and vouchers up for grabs. Result: 283,000 participations, 746,000 visits to stores, including 9% of new customers and qualified data as a bonus. fine. Carmila combines two levels of action:
- National, to guarantee homogeneous coverage on a large scale.
- Local, with campaigns adapted to the specificities of each center.
No need for a traditional loyalty card:interactions are enough to building a lasting customer relationship. By capitalizing on data collected in compliance with the GDPR, Carmila refines its communications, personalizes its offers and strengthens the link between visitors and brands.
Want to know more about Carmila's strategy? Download the free case study and discover how the brand boosts visitor engagement and loyalty.
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