Loyalty Program «Go Shopping with Brawl».

Customer

A Russian convenience store chain operated by X5 Retail Group. In June 2021, the 17,000th supermarket of the chain opened. In December of 2021, the retail chain had 17,600 stores. In 2019, the renewal program was launched: the fresh category almost doubled and occupied about half of the trading floor; a large assortment of ready products (food-to-go and ready-to-eat) is presented, in the center of the trading floor there is an own bakery and a baking department, a separate area with a coffee machine and freshly squeezed orange juice,  you can also charge your gadget there.

Challenge

The goal of development is a web integration and development of a promo site. The main tasks were:

  • WebView integration into the mobile application of the retailer supermarket chain during the Brawl event. 
  • The loyalty program stimulated the interest of children and adults in collecting the physical set of toys. Thus, increase the average bill and traffic in the store;
  • Create an additional informational occasion to discuss the event in social networks;
  • Increase quantity of users of the common loyalty program
  • Gamification of a loyalty campaign inside the WebView version for integration into the mobile app.

Solution

In support of global loyalty campaign of the retail network, the web-view integration was developed. During the promotion period, users from the X5 Retail mobile application got into the web-view activation by clicking on the appropriate banner.

The functionality of the game on the website did not differ from the game in the mobile app. All visitors to the site got an opportunity to participate in the game. Each user can play one welcome game without authorization.

The Brawl

The game mechanics of web integration Go Shopping named «collapse» is as follows: the playing field consists of different figures mixed with each other; the player’s task is to consistently unite combinations of two or more pieces.

Game progress is divided into 50 levels, to pass them players needs to get stars or collecting points.

Every day the player is given 3 free game attempts. For each attemp, one is debited. To get additional ones, the player buy them with loyalty program points and complete tasks (for example, making a purchase in the real store from a specific amount; turning on push notifications, etc.).

The game is equipped with a prize fund. Users got both promotional codes for goods and more valuable prizes (Playstation 5).

Application interfaces

Combine

The game «Shopping» is the passage of a set of logic puzzles in the match2 style (connecting chips of the same color), presented as a level map on a stylized store layout.

Get prizes

The game is equipped with a prize fund. Users are waiting for both promotional codes for goods and larger prizes (Playstation 5).

Result

Brawl game won the hearts of consumers and attracted new customers/

2000000

OF UNIQUE USERS

300000

IS A PEAK NUMBER OF USERS ONLINE AT THE SAME TIME

2900

OF USERS RECEIVED REAL PRIZES

30000000

TOTAL GAMING SESSIONS REGISTERED

Yode Group development team

Samohodkin Kirill — Creative Director

Andrey Ivashentsev — Innovation Director, Head of Integration

Maxim Kiriyenko — Technical Director

Alexey Buchnev — Backend Developer

Karachinets Dmitry — Art director, 3D modeler

Chernookov Anton — Project Manager

Sadriev Vlad — UX/UI designer

Tereshchenko Victoria — UX/UI designer