CASTORAMA Loyalty Card Launch: A digital activation driving retail performance

From April 3 to May 6, 2024, Castorama launched a web-based marketing campaign featuring an online game to celebrate the launch of its new loyalty cards, strengthening customer engagement while enhancing their experience.

Leveraging our expertise and customized digital solutions, this marketing campaign achieved strategic objectives while optimizing the interaction between digital channels and physical stores.

A marketing game designed for retail

The marketing campaign centered around a web game designed specifically for Castorama and its customers. Accessible directly on the brand's website, this online contest was an effective way to promote the loyalty cards while engaging customers in a fun and interactive way.

Through this digital experience, Castorama successfully boosted digital engagement while driving customers to stores. The experience was designed to be consistent across both the website and physical locations, maximizing the overall impact of the activation.

Local prizes for a personalized experience

One of the strengths of this digital activation lies in the personalization of prizes based on store locations and regions. Each store was able to offer unique rewards tailored to its local context while remaining aligned with national objectives.

This initiative not only enhanced the customer experience but also helped create strong local momentum, engaging customers on a more personal and meaningful level.

Strategic data collection and updates via CRM

A key element of this marketing campaign was the collection and updating of customer data. Thanks to our connected dynamic form, we were able to identify loyalty card holders as soon as they participated in the marketing game. This data was automatically synchronized with the Castorama CRM, allowing for real-time database updates. This update included key information such as phone numbers, email addresses, and opt-ins for future marketing communications (email and SMS).

Once this data was collected and updated, it was fed back into Castorama’s CRM tool for targeted and personalized relationship marketing campaigns. The Data CRM feature of our solution enabled the brand to better understand its customers and implement loyalty initiatives that were more precise and tailored to each profile.

Real-time tracking with our gamification platform

Throughout the campaign, Castorama benefited from real-time performance tracking via our Weezio gaming platform. Each store had a local dashboard to monitor customer engagement, while headquarters could analyze results on a national scale.

Detailed KPIs made it possible to precisely track key performance indicators, such as the number of new contacts, email addresses, and opt-ins, and to adjust the operation based on results to maximize its effectiveness.

Gaming kiosks: strategic in-store support

To complement the digital experience, interactive kiosks were installed in 92 retail locations. These kiosks allowed customers to play and win instantly, while strengthening the brand connection in-store. The deployment of these kiosks successfully complemented the digital experience with a physical dimension, creating an immersive phygital experience and boosting customer engagement at every stage of the journey.

Marketing success through gamification

‍This activation demonstrated the impact of a well-orchestrated gamification strategy, combining personalization, data collection, and real-time tracking. Thanks to our expertise, Castorama was able to offer its customers a memorable experience while enriching its database for future loyalty campaigns. If you want to turn your events into an unforgettable customer experience, contact us. We have the solutions to transform your ambitions into concrete success.