How Costcutter Boosted Customer Engagement

Objective

Costcutter, a UK convenience retail chain, launched a Valentine's Day gamification campaign to boost consumer engagement and drive foot traffic to local stores. The promotion aimed to convert engaged players into loyal customers by seamlessly connecting online entertainment with in-store discovery.

Solution

Costcutter deployed 'Spin the Bottle,' a wheel-of-fortune variation built on Playable's customizable gamification platform. Players spun for Valentine-themed prizes including prosecco, chocolates, and theater tickets, with instant win notifications for immediate gratification. A location finder button integrated at the end of the game allowed players to discover nearby Costcutter stores. The platform enabled rapid, on-brand campaign execution and extensibility—a follow-up puzzle campaign later collected 6,000 marketing permissions from engaged users.

Results

The campaign achieved 1 minute 36 seconds average engagement time and 1.8 plays per visitor. The location finder button proved highly valuable, generating 1,400 clicks that drove store traffic. Success prompted Costcutter to expand gamification into supplier partnerships, staff initiatives, and future campaigns integrating recipe ideas and product recommendations.