The brief:
This gamification project for Dunzo was aimed at solving some of the challenges the brand was looking to solve during the course of the year. The app had made numerous improvements, both in user experience and product collection, and while it was drawing a lot of new users towards it, we quickly realised some dormant users were unaware of these changes.
The idea was to bring some of the dormant customers back to the platform and give the existing user users more reason to frequent the app.
The goal of the project was to:
1. Increase the frequency of purchase
2. Increase the cart value of the purchase
The spark:
We identified offers that would interest the customers and also included deals from other lifestyle brands. Since the purpose was to urge customers to transact more, with each transaction they would unlock better offers along the way. Keeping this in mind, we took in to consideration the goal-gradient effect to let customers know how far along they are until they unlock the main offer at the end.
While the rewards served as an attraction for customers, the intent was to show them how the shopping experience changed and that they should stay for the repertoire of product collection on the app.
Copy and communication:
While we used simple language to help customers transact without ambiguity, the experience also maintained playfulness in the communication. As customers unlocked each level of the game, we surfaced cheeky copies on the footer, to encourage users to finish the game.
The result:
The project saw a lift in numbers concerning transactions and resurrected a dormant set of customers to come and do more deliberate purchases with the app.
Since the first version of the gamification was a success, we repeated it with new assets, for a fresh set of audience to help the brand resurrect more customers.
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Thank you ❤️
