Midwest chain retailer Meijer Inc. launched an interactive game on its web site, dubbed Back To School Scramble that it credits with helping to boost the conversion rate on related items 18%, as well as improving brand perception.
“There has been a great increase in brand exposure since the launch of the game. Our web site has remained stable with an average of five minutes per visitor and we've added the additional 6.3 minute average exposure time in which customers are interacting with our products in this game,” says Catherine Antkoviak, Meijer project manager.
In the game, visitors choose among three settings, including a dorm room, apartment or new house, and then have 30 seconds to accomplish various product-selecting goals such as picking five products placed around that room totaling less than $1,000 or three products that are more than $200. Winning players can register to win gift cards that are given away daily, and one Blu-ray DVD player that is awarded weekly.
Since the game launched on June 15, 260,000 visitors have played, says Meijer, No. 489 in the Internet Retailer Top 500 Guide. The company says e-commerce sales volume in the back-to-school shopping season so far is equivalent to the level it had during the holidays, although Meijer didn’t release any actual sales numbers.
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