Gamification
How Scratch-Card Rewards Can Encourage Repeat App Visits
A practical guide to scratch-card campaigns: relevant rewards, clear rules and measurement beyond game plays.
A reward reveal can make a familiar shopping app worth exploring again. Scratch cards turn an offer into a small interaction: customers reveal a reward, understand its conditions and decide whether to use it.
Start with a customer benefit
In beauty retail, useful rewards might relate to a customer’s usual products or a complementary item. Elena Art Nails’ mobile experience illustrates how playful promotions can sit alongside a professional product assortment. The reward should feel relevant to the purchase, rather than interrupting it.
Make the rules clear before the reveal
Explain who can participate, how often they can play, when rewards expire and whether an order minimum applies. Keep those conditions easy to find. A reveal should add enjoyment, not make the value of an offer harder to understand.
Connect the reward to the shopping journey
Give shoppers a clear route from the reward to eligible products. Keep redemption simple, and use a reminder only when it is relevant and the customer has agreed to notifications. Avoid repeating the same message to someone who has already redeemed their offer.
Measure more than participation
Review plays, reward redemptions, completed orders and repeat visits separately. A rise in orders during a promotion may also reflect seasonality or other campaigns. Compare equivalent periods, and use a holdout group when practical to estimate the campaign’s additional impact.
Build on what customers respond to
Start with a focused campaign, learn which rewards customers use and adjust the next promotion. Gamification works best as part of a useful shopping experience, supported by relevant products and dependable service.
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Gamification
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