The Promotion

Caméléon, the private sales leader of Benelux, mixed up its retail promotions by running its first instore Luckycycle campaign from 5th-9th October 2016, named Lucky Week.

Quote from Stéphane de Patoul, CRM Marketer at Caméléon

"Overall we are really happy with the results of this campaign. During this period, our instore customer traffic increased by almost a fifth and we achieved a big boost on AOV. Our customers loved the gamified aspect to the promotion - something fun and unique compared to our usual promotions. Our social media pages were also much busier than normal thanks to the "second chance" aspect to the game."


The Game

Caméléon surprised its loyal, instore customers by offering them the chance to win their purchases for free when spending more than €75 in store. Depending on their basket value, customers were offered a 1 in 10 or 1 in 20 chance to win a voucher of the value equal to what they had spent. Straight after purchase customers received their Lucky Week code on a second receipt. By simply texting their Lucky code to the number specified to them, they received an instant reply with a personalised link to the game. Customers could then play the game on their smartphones by clicking on the link.

The game was a virtual scratch card and customers found out instantly if they won or lost. If customers did not win the first time, they were given the option of sharing their experience on social media to be rewarded with a second chance.


The Results

By using gamification and instant win gratification, Caméléon's customers were kept encouraged and surprised throughout the week, encouraging customers to shop at the private outlet stores. Not only did this boost instore traffic, but also resulted in a big increase in instore AOV. Caméléon also saw a big increase in activity on their social media pages due to the "second chance" incentive for customers to share their experience to their online friends/followers along with customers showing great interest in the campaign.

Cameleon social media

Thanks to the success of this initial campaign, Caméléon is working with Luckycycle again to plan campaigns for the near future.