Beauty giant Coty score a +92% increase in average basket spend through gamification
Success Stories
Coty is one of the biggest beauty and cosmetics companies in the world, and is home to over 70 iconic brands including Tiffany & Co., Vera Wang, and Calvin Klein, alongside many others. They’re the global leader in fragrances, the second largest for hair colour and styling products, and the third largest for colour cosmetics.
The challenges
🎯 Coty were looking for a way to improve conversions on their top brands inside World Duty Free stores. The aim was to get busy travellers to not only enter the store, but to take the time to seriously consider their high ticket products.
Their challenge can be broken down into 3 successive parts:
- Maximise foot traffic
- Turn browsing into engagement
- Turn engagement into purchases
📱 Games and gamification experiences “by Drimify”
Using Drimify’s agency services, a Quiz was created and launched across multiple channels. To drive more foot traffic to the store to play the game, banner ads on the airport’s WiFi connection page encouraged users to visit the nearest store to participate, and once inside, touchscreen devices and staff carrying iPads capitalised on all opportunities.
The Quiz invited customers in-store to challenge themselves by answering 3 questions about perfume. Their focus was kept on products for longer, as they had to actively pay attention to key items displayed on the store’s shelves to find the answers. 🔎
Finally, as a reward, it distributed promotional codes that could be immediately redeemed at checkout – the extra incentive to convert. 💡
Results and KPIs
Based on the campaign at London Heathrow’s World Duty Free branch:
Key figures 🚀
- A +92% increase in average basket value vs normal Coty shoppers 🛍️
- 68% engagement rate on touchscreen devices
Objectives achieved 😎
- Thousands of connections through the online campaign
- Over 1,000 promotional codes distributed
Results 📈
- Replicated worldwide based on success of first campaign 🌍
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