The goal is to aim provide user-centric and efficient solutions;
Increase User Engagement: Introduce an exciting and interactive way for customers to interact with the app.
Boost Conversion Rates: Encourage purchases by offering rewards and discounts tied to specific conditions.
Ensure Scalability: Build a system flexible enough to adapt to varying country-wise rules, promotional strategies, and reward types.
Research & Planning: Identified gamification as a motivator for increased user interaction.
Competitor Analysis: Studied similar features in e-commerce apps to design a unique yet effective system.
Feature Design & Rules Configuration:Reward types (instant credits, cashback, free items).Validity rules (hourly or midnight).Frequency (daily or multi-day offers).
Logic Development: Designed probability-based logic for fair chances to win while maintaining user excitement.
User Interface & Experience: Created an intuitive and satisfying user interaction for scratching and revealing rewards.
Offer-Based Customization: Tailored "Congratulations" screens to align with different offers and rewards.
Cross-Platform Functionality: Ensured rewards could be redeemed seamlessly across app and PWA.
Implementation & TestingCollaborated with backend teams to integrate Magento system for coupon validation and data management.Thoroughly tested configurations to handle various country-wise rules and reward expiry scenarios.
The Scratch and Win feature provided users with a fun, engaging, and rewarding shopping experience, transforming the typical e-commerce journey into an interactive activity. By offering instant rewards such as discounts, cashback, and free items, it incentivized purchases while fostering excitement and anticipation. Users appreciated the transparency and fairness of the feature, with customizable rules ensuring equal opportunities for everyone. The seamless integration across platforms (app and PWA) allowed users to redeem rewards effortlessly, enhancing convenience and satisfaction. Ultimately, this gamified experience not only made shopping more enjoyable but also created a sense of value and exclusivity, encouraging repeat visits and loyalty to the platform.
Diverse Rules Across Countries:Challenge: Adapting terms and conditions for multiple regions.
Solution: Built a scalable backend to handle country-wise customizations dynamically.
Reward Expiry Management:Challenge: Balancing reward validity for user convenience and business goals.
Solution: Supported both hourly and midnight expiration logic.
Cancellation Handling:Challenge: Managing rewards and coupons for canceled orders.
Solution: Ensured users could reuse rewards if validity conditions still applied.
Success Metrics: The scratch-and-win feature’s performance was analyzed over a two-week period, focusing on:
Total customers who participation.
Number of coupons used
Number of coupons expired
Conversion rate (% of customers who redeemed coupons).
User Engagement: Achieved over 20,000 players within the first phase of deployment, demonstrating high user interest in gamified features.
Conversion Rate Impact The feature led to a future campaigns, ensuring offers align with user preferences and shopping behaviors.The system's flexible configuration (hourly, daily, or event-based) provides scalability, enabling it to adapt to various campaigns and regions.
Retention Metrics: The number of coupons used (redeemed) varied, with daily usage peaking at 1,040 coupons on.
Conversion rates ranged from 2.08% (November 15th) to a high of 6.92% (November 28th).The gradual increase in conversion rates over time shows improving user understanding and effectiveness of the feature.
A/B Test Results:
Users who interacted with the Scratch and Win feature showed 20% higher session durations compared to non-participants.
Redemption of rewards and static coupons contributed to a significant uplift in repeat purchases, confirming the feature's role in driving customer loyalty.
The customized reward structure (e.g., instant credits, static coupons) resulted in a 30% increase in reward utilization rates, further validating its user-centric design.
Long-Term Value:
The Scratch and Win feature has the potential to drive sustained value by continuously engaging users through daily reward opportunities, increasing long-term retention and loyalty.
Gamified interactions improve brand perception, creating a fun and memorable shopping experience that fosters emotional connections with the platform.
If you like what you see and want to work together, get in touch!
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