Social distancing, confinements, limitation of movement, etc. all the measures taken in recent months to fight COVID19 are impacting businesses. The crisis is forcing retailers more than ever to be agile and very reactive in order to continue operating effectively in accordance with the various restrictive measures. Despite everything, while physical “non-essential” businesses had to close, online stores did not. E-commerce has thus experienced an unprecedented acceleration. Better still, with the approach of the Christmas holidays, it is seen as the channel that will allow many brands, among which the clothing brands, to save a 2020 activity at half mast. According to a survey carried out by Channable, a company specializing in flow management and shopping automation, 42% of French people who plan to buy on the Internet for Christmas plan to do so directly on the e-commerce site of a Mark.
Boost online sales to offset the loss of in-store sales? This is the goal of the brand of clothing, shoes and accessories for the whole family. Gemo using retailtech GoBeep. We have already talked about it here, GoBeep is an advertising startup for mass distribution and retail. This French adtech (which counts among its clients actors such as Lacoste, Yves Rocher, Kiehl's, Naf Naf, Printemps, Auchan, Super-U, Hyper-U, Casino, Leclerc, Intermarché, Décathlon, Buffalo Grill or even Mr. Bricolage) invented the “drive-to-purchase ®”, an online advertising solution inspired by the drive-to-store, tangible performance in addition. The GoBeep platform makes it possible to attract buyers to the store and to quantify the income generated. Internet users obtain through a game on social networks (in particular) a code which gives them the possibility (“1 chance in X”) of winning their purchases for free in stores. Coming back to e-commerce, the game concept has also been developed for the virtual world: the Internet user has a 1 in X chance of winning their purchases by entering their code when validating their basket on the e-commerce site. teaches.
On Friday, November 13, GoBeep organized a “1 in 10 chance of winning your online purchases” campaign on Gémo.fr. It is therefore the gamification lever that Gémo has chosen to boost its sales. A lever that is dear to him if we remember the Animal Crossing and La Response G operations during the first confinement, as well as recently Le Circuit Recousu inspired by the universe of Mario Kart Live. Concerning the GoBeep operation, Gémo activated Internet users by email (via its customer database) and encouraged them, with this game 1 chance in 10, to make their purchases on Gémo.fr. For the occasion, home delivery and click & collect in relay points was free with no minimum purchases.
The campaign made it possible, simply and quickly, to boost both traffic on the Gémo.fr website (+ 60% compared to Friday, 30/10) and online sales (also + 60% compared to Friday 30/10) thanks to the participation of more than 55 players. This campaign also made it possible to generate opt-in profiles that the brand can reuse in a sustainable manner for future marketing actions.