The Bookstore Giant D&R Boosts AOV by 73% with Gamification During Black Friday

As a leading entertainment retailer offering a wide range of products from books to music, movies to electronics, games to hobbies, etc., D&R enjoys a beloved position in the marketplace.

Challenges

Black Friday is a challenging time for all brands across all categories. In the past, Black Friday used to signal the start of the shopping season, and Christmas Eve would mark the end of it. As retailers and marketers tend to launch their campaigns earlier in November, this shopping calendar is becoming fuzzier.

As a result, consumers are more prepared for Black Friday campaigns than ever. One could go even as far as to say that consumers now control Black Friday sales more than they did in the past. 

D&R aimed to position itself at a different point in this environment where competition and customer expectations are high. For this purpose, D&R was looking to engage and attract a larger number of customers with an interactive campaign for Black Friday 2022.

The campaign aimed to keep ahead of the competition during November and provide visitors with a different website experience.