Beauty Giant Coty Score A +92% Increase In Average Basket Spend Through Gamification

Objective

Coty, a leading global beauty company with premium fragrance brands (Hugo Boss, Tiffany & Co., Gucci), sought to increase impulse purchases and average transaction value among international travelers at airport duty-free stores. The challenge was threefold: maximize foot traffic, turn browsing into engagement, and turn engagement into purchases, targeting the high-spending travel retail segment to maximize revenue per customer interaction.

Solution

Drimify deployed an interactive quiz-based game on touchscreen devices and staff-managed iPads at World Duty Free stores. Players answered 3 questions about Coty's fragrances by discovering answers directly on store shelves, creating engagement with physical products. Winners received promotional codes redeemable immediately at checkout. The game was promoted through airport WiFi landing pages and in-store advertising banners.

Results

The campaign achieved a 92% lift in average basket spend versus non-gamified shopping. Touchscreen engagement reached 68%, and over 1,000 promotional codes were distributed during the London Heathrow pilot. The validated model was subsequently expanded to airport locations worldwide.