HanaGroup Grows Its Customer Database Through Online Gamification

HanaGroup is growing its customer database through marketing gamification

HanaGroup called on our expertise to design ashopper activation campaign that is dynamic and engaging, aimed at recruiting new consumers beyond traditional promotional mechanics.

Direct interaction with consumers at the point of sale

Tasting booths, strategically placed in the heart of the aisles, allowed customers to discover the brand's offerings. Our brand ambassadors invited shoppers to try the products to trigger immediate purchases and guide them toward the digital platform to accelerate first-party data collection.

"Everyone's a winner" contest with purchase required

To bridge the physical and digital experience, our promotional mechanics engine orchestrated an operation where every checkout qualified for an experiential reward (a wellness or artistic activity). To unlock their prize, participants simply had to fill out an opt-in form. This seamless journey placed data at the heart of the activation by qualifying real buyer profiles while ensuring impeccable GDPR compliance.

A digital mechanic dedicated to retail and brands

Designed for the specific needs of retail and mass-market distribution, this operation generated a measurable commercial impact:

• 63 points of sale activated over 126 cumulative days.
• 80 daily tastings per store.
• A powerful omnichannel approach combining in-store POS materials with a responsive web journey.

By connecting field activations with instant rewards, this campaign not only boosted sell-out for our partner brands, but also provided HanaGroup with an actionable CRM database for future loyalty campaigns.

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