Bohus

Objective

Bohus, Norway's leading furniture retailer with over 500,000 customers, needed to deepen customer understanding across a broad product portfolio. The challenge was to gather individual preferences and purchase behaviors at scale while personalizing marketing communications—ensuring customers received relevant recommendations rather than generic messages.

Solution

Playable deployed a series of gamified campaigns, with Garden Furniture personality test as the flagship initiative. Players answered questions about design preferences, color palettes, price ranges, fabric properties, and mobility requirements. Responses automatically mapped to personality-matched outdoor furniture collections, delivering instant personalized recommendations. All player data integrated directly with Voyado's customer data platform, enriching customer profiles in real-time and enabling triggered segmented email campaigns.

Results

7,500+ play sessions, 1,400 registrations, averaging 1 minute per session. 1,300+ clicks drove traffic to the garden furniture collection. Segmented newsletters powered by collected preference data showed measurable lift: 20% higher click-through rate and 3.5% higher open rate compared to company benchmarks.