Pandora is the world-renowned jewelry from Denmark. Pandora jewelry is sold in more than 100 countries across six continents, with 7,800 sale points and over 2,400 concept stores.
Users in the jewelry niche showed interest in the new communication format. As a result, the subscription rate through gamification marked a sevenfold increase compared to the previous widget average.
We’ve provided retention marketing services to Pandora for more than three years. Continuous cooperation allowed us to customize the communication channel in line with the Client’s business goals. As the brand is constantly evolving, the Client wants to engage a new audience and expand its customer base.
Two active subscription forms on Pandora's website (a widget and a footer) have consistently brought in new subscribers.
To solidify the Client’s retention channel and increase the effectiveness of customer acquisition, we suggested a gamification mode.
We have previously written about successful gamification projects, i.e., the multi-category store. Having analyzed the potential results of benchmarks from multiple market segments, we’ve bet on gamification as a proper way to attain desired business results in the jewelry business.
It took us 1.5 months to implement the Project, starting from the idea approval to the commencement stage.
Prior to adding a new subscription form to the website, it is pivotal to consider the existing active forms. It is vital to avoid overlapping and ensure a positive user experience. An excessive number of interactive elements may cause an opposite effect: overloading user attention, distracting them, or even distracting the decision-making process.
Pandora’s key annual and monthly milestones in retention marketing are attracting new subscribers. To increase the number of users who leave their contacts in the form, the Client decided to replace the standard collection form with the gamified one.
During the activity, we replaced the main subscription widget with the gamification one, having left the form in the footer unchanged.
That’s how we managed to focus user attention on the new interaction format.
Out of six gamification forms on offer, we chose the Three in a Row activity assuming a win-win participation.
After the game mechanics were approved, our Retention Team developed the design and copyright for the activity. The finished elements were assembled on the test server to begin with. After the mandatory testing phase by both teams, the game appeared on the Client’s website.
Duration: 3 weeks.
Terms:
The solution let us solve two focus tasks at once: to engage new users, and increase the activity of current customers.
A user calls the widget on the website and fills out the subscription form.
After the form’s validation, the user appears on the game page.
To get a gift, the user has to choose one of three boxes.
In a win-win game scenario, the user is notified about the gift.
Step #4
An email with a promo code and terms of use is sent to the email specified during registration.
The results exceeded all our expectations: in 3 weeks the gamification brought as many contacts as it usually did in 3 months.
Although the activity aimed to increase the customer base and expand on a new audience, the Client also benefited from the growth of repeat purchases. This is especially important, as increasing this indicator is one of the client's priority goals.
*in terms of inflow compared to the previous month
Since the gamification activity resonated with the Pandora audience, we are going to relaunch gamification in other mechanics along with the Client to sustain user interest.
For quite a while, along with Promodo, we have been building and implementing an effective email strategy to communicate with Pandora’s customers in the Ukrainian market. Today, email marketing is among our core channels of communication, data collection, and customer reactivation. The gamification launch has empowered us with wider opportunities in attracting new active audiences interested in long-term interaction.
Valeria Rusanenko
Pandora CMO in Ukraine
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