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Retailers with a game plan

Topshop and Aldo hope adding games to their websites will increase interaction with potential customers

Interaction is the ecommerce buzzword and two retailers have launched games on their websites in an effort to get customers more involved with their site.

This month, Topshop launched a campaign with digital gaming platform SCVNGR to appeal to students. The game is available via smartphones and works when users are within a 500-metre radius of any Topshop store.

The games on the app take the form of challenges. These are all based around the Topshop brand and include describing your Topshop style in three words or sending an image of yourself in your favourite Topshop outfit.

Each time a user takes part in a challenge they earn points, and once they have enough points they can unlock a reward. Points can also be gained by logging into Topshop’s Facebook page via a smartphone. Rewards include a free canvas bag, entrance into a Topshop competition and a 20% discount.

To claim the discount, customers must go into a store with their smartphone and student ID and display both at the till. Not only does this offer a huge incentive to a value-hungry audience, it drives footfall in store as well as brand awareness online. The campaign is planned to run until November 23 and while anyone can play the game, only students can claim the discounts.

Meanwhile, in the US, footwear retailer Aldo has created an online game as part of a campaign called Shoes for Life. The casino-style games have names such as Rockin’ Roulette and Spin & Win. Winning a game entitles the user  to 15% off at Aldo and entry into a competition to win free shoes for life.

Both examples show how bringing a game element into a campaign can attract a new audience as well as a reason for users to keep coming back. The use of online, mobile and in-store channels allows customers to experience the full multichannel offer and gives a real sense of interaction between customer and retailer. 

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