DFS Transforms The Luxury Retail Experience And Rewards Over 1,000 High-value Customers In-store Through Gamification

Objective

DFS Group, the world's leading luxury travel retailer operating over 400 locations globally — including boutiques in 15 major airports and 18 T Galleria by DFS locations across 13 countries — needed to strengthen engagement with high-value customers across their retail network. The brand aimed to increase average transaction values, encourage repeat purchases, drive foot traffic at key retail locations, and grow its social media following.

Solution

Drimify deployed a smartphone-based Spin the Wheel instant win game, triggered via QR codes at checkout. Customers who purchased qualified items (premium beauty products) or spent above specified thresholds could play for a chance to win gift cards in various denominations. The game was tailored with subtle variations for each location: in Singapore it targeted repeat purchases on premium beauty lines; in Bali it doubled as a way to drive footfall and grow the brand's Instagram following, inviting followers to play for prizes collected in-store; and in Vietnam, two instant win games ran at the Hanoi and Ho Chi Minh City stores over the end-of-year period to encourage higher average spends.

Results

1,100 high-value customers engaged with the campaign. Completion rate reached 71%. Approximately $9,000 in gift cards and 400 additional prizes were distributed. In Singapore specifically, the game received approximately 600 views over 3 months with a 72% completion rate. In Bali, the game was viewed approximately 500 times over 3 months, started on 84% of those occasions, with a 70% completion rate. In Vietnam, based on the initial performance of the Hanoi and Ho Chi Minh City campaigns, the games' duration was tripled to continue driving higher average spends into the new year.