Play and buy. C&A used gamification as a way to increase customer engagement and, as a result, their purchases through the app.
The strategy, initiated by the brand in 2019, recorded year-on-year increases in purchase frequency (164%) and average spend (135%) in 2023 alone compared to non-gaming consumers. on the online platform.
Available on the C&A App for C&A&VC Customers, the brand’s relationship program with more than 26 million registered users, the games invite consumers to complete interactive missions within the C&A App.
The more missions completed, the more &moji accumulate, which helps the customer level up in the program and get benefits like surprise birthday discount, express queue, 10% discount on next purchase over Rs 150 and more. .
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“Gamification in the app has helped us realize our desire to communicate more and more with our customers through a variety of channels and means,” emphasizes Mariana Moraes, C&A Marketing Director. In addition to connection, games help the brand understand the desires and tastes of customers participating in C&A&VC, the executive said.
This is because accessible games are used as a constant source of customer information in the commercial field and even influence the creation of new collections.
Games include Looks Tinder, in which consumers choose which items they like best from 10 looks, Put Your Look, in which the consumer has 10 tops, 10 buttons and 10 shoes available to create an outfit with what they like best fits. and Quiz, a mission with different question formats.
Confession
C&A’s use of gamification was recognized at the 23rd ABEMD (Brazilian Data Marketing Association) Award, the largest data marketing award in Brazil. The brand, along with MarketData, a partner throughout the project, received SILVER in the CRM/Loyalty category.
About C&A Brazil
C&A is a fashion company that offers experiences that go beyond clothing. Founded in 1841 by brothers Clemens and August in the Netherlands, C&A understands and champions fashion as one of the most fundamental channels for people to connect with themselves and everyone around them, and therefore puts its customers at the center of its strategy. One of the largest fashion retailers in the world, C&A arrived in Brazil in 1976, opening its first store in the Ibirapuera shopping center in São Paulo (São Paulo).
The company currently operates 334 stores across the country, in addition to e-commerce. Listed on the Brazilian Stock Exchange (B3) since October 2019, C&A is a pioneer in a number of innovations in its segment, offering digital and omnichannel services and solutions to enhance the experience of its customers online and offline. With approximately 15,000 employees nationwide and a presence in the lives of one million customers every day, the company also stands out for offering young, innovative, diverse and inclusive fashion for women, men and children. We invite you to learn more about C&A in the press center.
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Source : Married Games
