flaconi | Customer Story

Objective

Flaconi, a German online beauty retailer, sought to drive sustained customer engagement and measurable revenue growth across its customer lifecycle. With engagement as one of four core company strategy pillars, the brand needed to turn regular customer touchpoints into playful, repeat-purchase-driving moments while maintaining measurable impact on business outcomes.

Solution

Flaconi tested and deployed 15+ game formats through Playable's platform, with Slot Machine and Wheel of Fortune emerging as top performers for participation and revenue. Games were released 1-2 times monthly, typically for single-day windows to create urgency and FOMO effect. Rewards ranged from instant vouchers (€4–€24) to high-value prizes (€1,000 shopping vouchers), with tiered discounts linked to purchase amounts. The brand integrated partner-sponsored rewards through beauty brand collaborations, where partners contributed financially to game promotions in exchange for customer reach. Playable was selected for its diverse format library, easy integration, and flexible usage model.

Results

Birthday Slot Machine campaign: 476,000+ participations across two days, 30,000+ orders, 50% conversion uplift vs. other gamified campaigns, 49% higher email click rate vs. non-gamified sales. Halloween Memory Game: +61% app installs vs. daily average. Wheel of Fortune partnership campaign: 340,000+ registrations in one day, 17,000+ orders, 67% higher click-to-open rate. Reactivation A/B test: 304% higher click-to-open rate, 314% higher click-through rate, 19% sales increase. Overall: 40% average click rate increase vs. regular discount campaigns, single-day peaks reaching 600,000+ participants.