Kop & Kande's Use Of Gamification

Objective

Kop & Kande, a Danish home goods retailer, sought to enhance their in-store customer experience online during the peak holiday shopping season. Partnering with Danish tableware designer Stelton, the brand aimed to increase Stelton's product visibility both online and in Kop & Kande's physical stores, generate positive attention for both brands, drive footfall to retail locations, and collect email permissions to extend their existing target group through an interactive digital experience.

Solution

Playable developed a Christmas Calendar game where customers received daily emails inviting them to open virtual doors over 24 days in December. Each door revealed a potential prize from 2,400 total awards donated by Stelton (Danish tableware partner brand), redeemable at local Kop & Kande stores. The campaign ran alongside Kop & Kande's annual scratch card calendar and other always-on campaigns, and was supported in-store with banners, streamers and SMS codes directing customers to the online calendar. The experience used Playable's gamification platform integrated with Agillic for omnichannel marketing automation, automated winner notifications, and geographic targeting capabilities. It builds on a longer-running partnership, as Kop & Kande had already worked with Playable on previous gamification campaigns.

Results

The campaign generated 394,645 sessions from 294,276 unique registrations (74.6% sign-up completion rate). It acquired 15,000 new email subscribers and drove a 491% increase in brand page visits. Email click-to-open rate reached 92.43% (vs. 5.8% industry benchmark). Customers who won prizes demonstrated a 17.85% revenue increase.