UAE fashion retailer BFL earn over 200K interactions and 2X repeat engagement with seasonal gamification campaigns

Objective

BFL (Brands for Less), a leading off-price fashion and homeware retailer across the Middle East, sought to increase customer loyalty and drive repeat purchases in a competitive discount retail market. The brand aimed to transform routine shopping into an engaging habit through seasonal gamification campaigns linked to key shopping moments (Ramadan, December holidays, brand anniversaries), outperforming their previous loyalty platform.

Solution

BFL deployed Drimify's gamification platform with multiple game mechanics—Spin the Wheel, Scratch Cards, Dynamic Path™ (multi-game experience), and an Endless Runner with leaderboard—integrated directly into their pre-existing loyalty mobile app via APIs and Webhooks. The platform ran always-on, high-frequency campaigns around seasonal events, with players earning one play per 24 hours and winning discount codes distributed through Drimify's intelligent algorithm. The rewards were tied to the loyalty program, encouraging daily habit formation and repeat engagement.

Results

The six-month campaign generated 200,000+ total interactions with a 99% completion rate on major anniversary campaigns. The platform achieved 2X repeat engagement compared to BFL's previous gamification solution, demonstrating significant improvement in customer return behavior.