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Discover how ScS, a leading UK furniture retailer, transformed their customer engagement strategy by integrating Mapp Marketing Cloud with Playable's gamification platform, resulting in higher conversions and deeper customer connections.
Navigating to deeper customer engagement.
Aiming to boost customer engagement by integrating data and using personalized, gamified campaigns to enhance connections, conversions, and lead attribution.
Conversion rate from gamification campaigns
Since their humble beginnings in 1894 as a small family-owned home furnishings store in Sunderland, ScS has now established themselves as a leader in the UK market. They specialize in selling sofas and furniture both online and in over 100 nationwide stores. With 1500 friendly experts to advise shoppers on their purchases, ScS is proud to have been able to support their customers for over 130 years.
ScS understands the importance of comfort and relaxation at home. By helping customers bring their vision to life, they aim to create spaces where people can’t wait to spend quality time with their friends and family.
ScS used Mapp’s whiteboard orchestration to deliver highly personalized emails, based on the gamified content that customers have engaged with. New leads generated through Playable activations were tracked using Mapp’s target group analysis tools, allowing ScS to compare the success of these leads against others from different sources. This analysis revealed that leads attributed to Playable as a source had higher engagement rates and conversion rates, compared to those from ScS sources. This demonstrated the instrumental value provided by the campaigns and activations.
The integration of Mapp and Playable into ScS’s marketing strategy also produced other remarkable outcomes:
ScS’ marketing team looked to strengthen customer relationships by providing more tailored and engaging experiences across multiple channels. However, they faced several challenges:
As a long-standing customer, ScS have mastered using Mapp Marketing Cloud to gain deeper insights into customer behavior and personalize their marketing experiences. Powered with the ability to execute an insight-led approach, ScS can deliver the right message, at the right time, to the right customer.
ScS strategically used its rich and extensive historical five-year order data to create more personalized and effective customer journeys. By integrating in-person experiences and offline customer/order data, ScS was able to localize communications for specific stores, tailoring messages to what’s relevant for each location. ScS could easily target customers who had previously shopped in a specific store, created wishlists, or ordered fabric samples, enabling upselling and cross-selling opportunities based on past purchasing behavior. For instance, offering a warranty care package to those who purchased a sofa, but had not opted for the additional service.
Additionally, ScS was able to segment customers with Gmail or Googlemail addresses to encourage them to leave reviews on Google My Business to boost their online presence. By leveraging order data, ScS also gained a holistic view of each customer’s profile, which proved invaluable in managing the communication around the closing of finance payment plans.
On top of this, our partner Playable’s gamification platform was used to create engaging, interactive content that resonated with customers.
Personality Test: ScS launched a long-term activation with Playable, integrating a personality test that engaged customers by helping them find their ideal sofa style. This ongoing campaign has been instrumental in gathering valuable customer data and maintaining engagement over time. Check out the live campaign by answering 4 simple questions to unveil your selected sofa style from what ScS thinks will resonate best with you! Participants also have the chance to win back their sofa order value, up to the value of £1,000.
Bridgerton-Themed Campaign: A single activation featuring a Bridgerton-inspired theme allowed ScS to capture the attention of the show’s fans, tying pop culture into their marketing strategy.
Easter Slot Machine: This dual activation featured an online and in-store slot machine game with an Easter theme. Customers engaged with the game on tablets in stores, allowing ScS to merge online and offline data seamlessly.
ScS plans to continue leveraging Mapp’s analytics and Playable’s marketing gamification platform to further enhance their customer engagement strategy. Future projects include expanding the use of playable campaigns across more touchpoints and refining their personalization efforts through deeper insights and automation.
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