"Clients — sales — profit" is a chain of success familiar to every entrepreneur. Attracting clients to a store is a process that is constantly on the agenda.
There are many ways to attract consumers. Perhaps one of the most effective is to create promotions with a drawing of valuable prizes. This is the option chosen by the guys from the large chain of children's goods hypermarkets "Bubble Gum" and asked us to help with its implementation.
We delivered promotional campaign website development for Bubble Gum, creating an engaging digital platform to support their marketing initiatives.
There are many ways to attract consumers. Perhaps one of the most effective is to create promotions with a drawing of valuable prizes. This is the option chosen by the guys from the large chain of children's goods hypermarkets "Bubble Gum" and asked us to help with its implementation.
We delivered promotional campaign website development for Bubble Gum, creating an engaging digital platform to support their marketing initiatives.
About the project
Website development
Expertise
Bubble Gum needed a dedicated promo campaign website that would capture attention and drive customer engagement with their products.
- Create a landing page for a large-scale prize draw campaign;
- Create a personal account with the ability to upload receipts and to see a history of receipt uploads;
- Implement registration on the website via SMS;
- Create a system for uploading receipts via QR code, a photo of the receipt, manual data entry for subsequent verification by the fiscal data operator;
- Create a notification system to track the status of receipt uploads;
- Provide a daily report on participants, with a link to the uploaded receipts;
- Accumulate a database of phone numbers of all uploaded checks to avoid repeated uploads of the same receipt.
Task
Our promotional campaign website development for Bubble Gum incorporated gamification elements, interactive product showcases, and integrated social sharing to maximize campaign reach and effectiveness.
Promotional Website Strategy
Sale
Bubble Gum has prepared wonderful prizes, which are divided into three levels:
First level of prizes
Available when the buyer purchases goods for 5 000 rubles. He gets the opportunity to participate in the drawing of coupons with a 30% discount on the purchase of goods for school.
Available when the buyer purchases goods for 5 000 rubles. He gets the opportunity to participate in the drawing of coupons with a 30% discount on the purchase of goods for school.
Second level
Have you already bought goods for 10,000 rubles?
You can claim a more valuable prize: a drawing of certificates for an online English course.
Have you already bought goods for 10,000 rubles?
You can claim a more valuable prize: a drawing of certificates for an online English course.
Third level
Receipts for more than 20,000 rubles give the opportunity to win one of 3 trips to the Russian Children’s Center or a laptop.
Receipts for more than 20,000 rubles give the opportunity to win one of 3 trips to the Russian Children’s Center or a laptop.
Here, in general, everything is clear.
Look on the right — we animated the transitions through the levels for you.
And finally, let’s figure out how we implemented the promotion campaign.
Look on the right — we animated the transitions through the levels for you.
And finally, let’s figure out how we implemented the promotion campaign.
We decided to create a separate landing page where buyers would go and register their receipts. In order for these receipts to correlate with the person who uploaded them, it was decided to create a personal account and a convenient form for uploading a receipt.
Thus, the buyer goes to the website and enters a phone number, then receives an SMS with a code, fills in personal information and gets the opportunity to upload their receipts and track their participation progress (the level of prizes that the participant can claim depending on the amount of uploaded receipts).
Thus, the buyer goes to the website and enters a phone number, then receives an SMS with a code, fills in personal information and gets the opportunity to upload their receipts and track their participation progress (the level of prizes that the participant can claim depending on the amount of uploaded receipts).
Participation mechanics
During the promotion, we generated 2 reports daily.
The first report collected all the necessary information about buyers who had already uploaded a receipt:
The first report collected all the necessary information about buyers who had already uploaded a receipt:
- who uploaded it and when;
- information on the receipt (date and amount of purchase, tax data, photo);
- receipt status (accepted/not accepted/under review/not found).
Tracking mechanics for organisers
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Discuss the project
All website users who at least once entered a phone number to log into their personal account. This report provided a fuller picture of website traffic and helped take additional steps to motivate buyers who:
- entered a phone number, but had not yet filled in personal data;
- filled in data, but had not yet uploaded a single receipt;
- uploaded receipts and were already at a certain level.
Second report
Based on user reports, the organiser can make different mailings to stimulate their participation in the competition.
Participation in the competition should be enjoyable and as convenient as possible for the buyer, so special attention was paid to the design of the personal account. We combined the simplicity of the design and a clear algorithm for navigating through the necessary tabs:
User interaction design
The first tab is "Personal data".
After saving personal data, the user gets access to the other tabs. On this tab there is also a button "Participate in the competition" which is only available after saving personal data - you can click on it to go directly to the tab for downloading the receipt.
After saving personal data, the user gets access to the other tabs. On this tab there is also a button "Participate in the competition" which is only available after saving personal data - you can click on it to go directly to the tab for downloading the receipt.
The second tab is the participation progress.
Here the user gets acquainted with the levels and understands the amount of purchases needed to participate in the drawing. Here is also the "Upload receipt" button — a call to the main action.
Here the user gets acquainted with the levels and understands the amount of purchases needed to participate in the drawing. Here is also the "Upload receipt" button — a call to the main action.
The third tab is for uploading a receipt!
Oh, finally! This tab contains information about the date of the promotion and the basic rules for uploading a receipt:
Oh, finally! This tab contains information about the date of the promotion and the basic rules for uploading a receipt:
- if there is a QR code, upload a photo;
- if not (surprisingly, there are still stores that do not have online cash registers) — upload the data manually into the form located here
The fourth tab is the receipt download history.
Here you can see all your receipts with their statuses — whether they were accepted or not, and why.
Here you can see all your receipts with their statuses — whether they were accepted or not, and why.
Such simplicity is achieved with considerable effort. We reviewed the layouts several times, gathered for discussions three times, argued, thought, wrote down the logic of moving through the pages, and let different people look at it. It was all worth it — in the end we came up with a truly convenient and clear personal account
Everything seems to be simple and clear, right?
All the receipts uploaded by the participants of the campaign were different from each other. The reason is different cash registers in the stores. It was important to anticipate possible difficulties for the user and reduce the chance of a system error to a minimum. To do this, we thought out useful tips and notifications that helped the participants upload any receipt quickly and easily.
Receipts upload
We designed a receipt analysis system. After loading, receipts were sent for verification to the OFD (fiscal data operator) tax platform, but before they were sent there, they had to pass the control of our system.
Receipt verification system
During the development process, we immediately protected ourselves from the fact that participants:
- uploaded receipts from other stores. Through a special service, we received full information about the receipt, including the store’s TIN (Tax Identification Number). Our algorithm compared the received TIN with the list of Bubble Gum stores and found invalid receipts.
- Some people uploaded receipts several times. Probably, someone uploaded them by mistake: for example, thought that the photo was blurry, and tried again. However, it happened that the same receipt was uploaded with a difference of several days. The receipt had already been accepted, but participants diligently uploaded it again :) The system did not allow such numbers, even if the receipts were uploaded from different accounts.
- Some people uploaded receipts with a purchase date outside the promotion dates. The promotion was strictly limited in time. Some participants uploaded receipts from 2018, 2020. Such receipts were also rejected.
During the promotion, we constantly monitored the system’s operation and promptly made the necessary adjustments. Additionally, we mastered an algorithm that checks for the presence of a certain (for example, if the promotion condition was the purchase of product X) item in the receipt. This time the mechanics were different, but in general, you should know that we can do this too:)
Control
The main source of traffic is mobile, so we paid special attention to the comfort of participation from mobile gadgets. Tablet, smartphone, PDA, Nokia 3310 — on all devices the website looks better than the built-in phone interface.
Convenience and once again convenience
There is always room for Improvement —and there is no limit to perfection. And we, working with this project, saw opportunities for its improvement in the future.
It is definitely worth considering creating a full-featured admin panel for organisers with such functionality that would allow working with all data in real time:
It is definitely worth considering creating a full-featured admin panel for organisers with such functionality that would allow working with all data in real time:
- filtering of uploaded receipts: by date/period, status, user;
- indicating a link to a previously uploaded receipt if the receipt was uploaded again;
- accepting or rejecting a receipt, with the ability to specify a comment on the reason for not accepting the receipt;
- convenient letters sending to the user (without switching to a separate mail application);
- filtering the list of users;
- uploading the list of users and receipts to excel format.
What to improve?
This time the campaign took place with the lion’s share of our support: daily checks of receipts, generation of reports — all this can be automated and take the project to a qualitatively new level.
In general (as competent specialists say), the campaign was more than successful. We will not scare you with complex terms like "conversion" or "microbiology", especially since "microbiology" is completely out of the question.
Let’s just say that out of 100 people who saw the ad, 16 came to the store and made a purchase. In total, there were 11,967 such people. This is an excellent result, marketers will not let us lie. We will also add that such figures are the merit of the joint work of all teams:
Let’s just say that out of 100 people who saw the ad, 16 came to the store and made a purchase. In total, there were 11,967 such people. This is an excellent result, marketers will not let us lie. We will also add that such figures are the merit of the joint work of all teams:
- DVIGA;
- Bubble-Gum;
- competent contractors<3.
Progress of participation
We thank the guys for fruitful cooperation, and we invite you to improve your business together.
The Bubble Gum promo campaign website successfully engaged the target audience, resulting in increased brand awareness and product interest.
Results
management and analytics
Timofey Beloglazov
design
Alexander Kolomeets
The project was supervised by
project assistant
Albina Markova
programming
Vladislav Umrikhin