Gamification in the SPAR Friends Club
About product
We kicked off our partnership with the SPAR retail chain in 2019 and developed a mobile app for the Friends Club loyalty program. It has become an effective tool for interacting with customers in the digital sphere and one of the most popular apps in the region.
Gamification in the app helps to engage and reward customers, encouraging them to buy with a prize system, thereby increasing SPAR’s sales.
16 people
2,5 years
Achievements
1,156,194 games played
184,736 prize coupons won
1,011,691 bonuses spent
80,913 boosters purchased
What was the task
Our goal was to attract users, increase their level of engagement, boost their return rates, and lengthen the duration of active time they spend on the app through gamification tools.
Solution
We developed user-friendly interfaces for games and lotteries. Banners on the main page and other pages of the Friends Club app lead to them.
The first game launched was Zuuum based on the famous computer game Zuma of the 2000s.
The user knocks out moving balls of the same color and earns points. They can be spent on “boosters” – a pause or replay of the game, or exchanged for the store’s prize coupons. For example, to get a discount or free delivery of an online order. Moreover, the points accumulated in the loyalty system can be used to buy game “boosters”. In this way, the operating costs of the company’s marketing budget are reduced: users spend points not on discounts, but on the game.
Starting in 2022, players compete against each other in tournaments and come away with bonuses on their cards. There is an endless number of levels and leaderboards. For a certain purchase, you can get a free booster — this helps to involve customers in the games.
We also launched Treasure Island lottery early Summer 2021 (in the app and web version) and Christmas Tree in November 2021, following a redesign. Initially, to participate in the lottery customers had to register codes indicated in SPAR store receipts.
In 2022, we introduced the refurbished Treasure Island 2, where coupons are registered automatically. By making purchases at the cash register, the user receives electronic chips that are “glued” to a virtual treasure card. One card can hold up to 12 chips: after you fill the whole thing out, you will be given a unique, eight-digit code for the final drawing. The number of cards and the number of codes per one user is unlimited.
The games are integrated: you can use the points you earned in Zuuum to choose a prize in the form of a code for the lottery —then, it will instantly appear among your other codes and increase your chances of winning.
Main functions
Gallery
Customer review
We offered the first mini-games in the mobile app of the loyalty program back in 2020. But back then they were external services that we integrated with the app and the loyalty processor. The experiment showed great interest among the app’s audience in this kind of activity, so in 2021 we implemented our own game in the Friends Club app together with Siberian.pro.
The results are impressive: every fourth user of the app played Zuuum. Many of them get involved: they pass levels, earn game points, buy discount coupons and gifts in supermarkets and at the same time spend loyalty program bonuses on boosters within the game, reducing the operating costs of the marketing budget of the company. The user-friendly interface for registering drawing codes — one of the most popular promotions among our customers — is also appreciated by many users: over 60% of draw participants prefer to use it.
About customer
SPAR is a world-famous supermarket chain headquartered in the Netherlands. The first store in Kaliningrad opened in 2014 and since then, the SPAR-Kaliningrad network has grown to more than 77 stores in the region.
