The Famous Bookstore Idefix Increases Conversion by 115% with Gamification

Idefix is one of the market’s most influential online culture, art and entertainment shopping platforms, with a product range in various categories from books, games & toys, electronics, stationery and music.

Challenges

Black Friday, without a doubt, is one of the biggest shopping events for eCommerce in the calendar year. Over the years, it has also become one of the most challenging ones as its nature has altered significantly compared to when it first began.

Black Friday used to be a one-day in-store event and would mark the beginning of the shopping season that would end with Christmas Eve. However, the rise of eCommerce has changed the retail industry altogether. 

eCommerce first gave birth to Cyber Monday, turning Black Friday into a weekend-long event. And now, this shopping calendar is becoming more vague as retailers and marketers launch their campaigns earlier in November.

As a result, consumers are more ready than ever for whatever campaigns marketers might put in front of them. Indeed, the Black Friday or holiday shopping traffic is ever-increasing. However, collecting that traffic to a desired point and keeping the customers engaged enough to convert is becoming more challenging.

In light of this information, Idefix wanted to take advantage of the Black Friday traffic in a smarter way: The goal was to uplift AOV and conversions while encouraging customers to engage with the campaign. A second objective was to develop unique content and break away from the typical engagement campaigns customers were used to.