Electronics retailer, Media Markt, debuts in-store interactive ‘buy and win’ promotion with Luckycycle
Media Markt has debuted a new type of multi-channel promotional campaign, offering instore customers the chance to win their purchases for free.
Europe’s largest electronics retailer, which has over 750 stores in 14 countries, partnered with promotions technology company Luckycycle to initially install interactive kiosks in 24 stores in Belgium.
The two week campaign ran across all entertainment products. After making payment, customers could take their receipt over to a kiosk for a chance to win their purchase. Shoppers played on embedded iPads using the Luckycycle technology.
Participating customers also signed up to Media Markt’s loyalty programme, while more than 400 people won their purchases for free.
“One of our core aims is to ensure customers have a fun experience when they shop with us,” said Christophe Bernard, CRM and research manager at Media Markt. “Luckycycle is something we can integrate into this strategy because it’s based on chance and brings a lot of pleasure. We originally used the promotional method online, which worked well, and that’s when we decided to run it in our physical stores.”
The electronics retailer plans to extend the promotion to other departments in future. A video showing the instore campaign can be found here.
Media Markt is the first retailer to use Luckycycle’s technology instore.
“Rewarding customers across all channels is becoming increasingly important, and loyal shoppers need to feel valued. Retail is evolving from discounting – while voucher codes will remain popular, there is a desire to move away from relying on this method and boost sales by offering something fresh,” said Géraud de Borchgrave, MD of Luckycycle. “Media Markt is seeing positive results by engaging with customers in a way they haven’t experienced before. Luckycycle is shaking up the world of retail promotions, and establishing itself as an essential tool.”
Luckycycle’s clients include Clinique, Royal Canin, Samsonite and Swimshop. The company is the first of its kind in the UK.
POS expert Retail Communicators constructed Media Markt’s interactive kiosks.
Published on Thursday 26th November 2015 by Fiona Briggs at Retail Times.
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