DFS transforms the luxury retail experience and rewards over 1,000 high-value customers in-store through gamification
Success Stories
DFS Group is the world’s leading luxury travel retailer, and a house of the LVMH group. They boast over 400 points of sale globally, including boutiques in 15 major airports, alongside 18 T Gallerias by DFS locations across 13 countries.
The challenges
They were looking for a way to enhance the in-store experience and drive customer engagement across multiple locations.
🎯 Collectively, their involved retail channels’ aims were to:
- Encourage customers to visit stores
- Distribute incentives to make repeat purchases
- Grow their social media following
- Increase average spends
📱 Games and gamification experiences “by Drimify”
The solution lay in using the instant win section of Drimify’s catalogue, creating games with subtle twists tailored to each location.
For DFS Singapore, the main aim was to encourage repeat purchases on their premium beauty lines. Any customer who purchased a qualified item was invited to play a branded Spin the Wheel game on their smartphone via a QR code, where various denominations of gift cards were up for grabs.
Across the 3-month campaign, the game was viewed ~600 times with a completion rate of 72%, resulting in approximately $9,000 of gift cards being distributed to qualified customers to encourage additional purchases.
DFS Bali had dual aims of wanting to drive footfall and grow their Instagram following. Their Drimify instant win game was tailored to simultaneously encourage their Instagram followers to play for a chance to win prizes and head in-store to collect them, driving footfall; and to invite potential customers to follow their Instagram account, growing their audience.
Over the 3-month campaign, the game was viewed approximately ~500 times, was started on 84% of those occasions, and scored a completion rate of 70%.
🌏 A global success story
Off the back of initial successes with Drimify games in Singapore and Bali, DFS Vietnam launched 2 instant win games to cover the end of the year period at both their Hanoi and Ho chi Minh stores, with the aim of encouraging higher average spends.
The format across locations was that if customers spent over a specified amount, they could play their Spin the Wheel games for a chance at various prizes. Based on the initial performance of both campaigns, the games were tripled in duration to continue promoting higher average spends well into the new year.
Results and KPIs
Across the first 2 campaigns over the same 3-month period, DFS’s Drimify apps generated:
Key figures 🚀
- ~1,100 plays by qualified customers
- 71% completion rate
Objectives achieved 😎
- ~$9,000 worth of gift cards distributed to qualified customers to encourage repeat purchases
- >400 prizes distributed as drive-to-store incentives
Results 📈
- Repeat campaigns because repeat gamification leads to even better results
- Replication across even more locations due to repeated successes
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