AlberoShop, the European leader in glassware, has combined the promotional lever with a more immersive experience to increase engagement, qualify audiences and enhance the customer base.
A summary of the main results obtained thanks to Audio Hunt, the audio treasure hunt that has transformed navigation into an immersive and measurable experience.
Average browsing time
Completing the Audio Hunt
Audio Hunt participants
For AlberoShop, the leading e-commerce in Europe in the world of glassware and table furniture, promotion has never been questioned: campaigns aimed at discount and conversion continue to work and represent a fundamental lever of turnover.
But at a certain point, a new, complementary and more strategic need emerged: to go beyond “discount only” and use e-commerce as a space for relationship, exploration and play.
The goal was not to replace existing activities, but to add an extra level: to increase the depth of navigation on the site, to understand how well the audiences, especially those generated through Lead Generation, were really qualified and willing to buy and, in parallel, to work on the basis of already acquired customers to increase lifetime value.
In other words: if the discount brings people into the AlberoShop ecosystem, a more immersive experience can convince them to stay longer and to return more often.
From this reasoning comes Audio Hunt, a digital treasure hunt that transforms AlberoShop's e-commerce into an experiential journey guided by audio puzzles.
Not the usual 'enter, click, get the coupon', but a narrative in stages that uses the product pages as gaming 'places'. The only fixed point at the beginning is the starting page, communicated as the first clue: once landed there, the user finds an audio that reveals the riddle to reach the second product, and so on.
Each step requires attention, curiosity and active participation, making navigation an intentional gesture and not a simple “bounce” between pages. The last two audios reveal the two halves of a discount coupon, to be redeemed as a prize for those who have decided to complete the journey.
Through this AlberoShop structure, two fundamental answers are given: to what extent customers or potential customers are willing to go when browsing and whether a storytelling system already present on the site can become a credible and engaging vehicle for communicating promotional activities, without flattening the experience.
The campaign is designed on a duration of 7 days, with a double activation that consistently integrates performance and relationship. On the one hand, a targeted email, addressed to contacts derived from Lead Generation, designed to bring them back to the site with a different promise than usual: not only will we “give you a discount”, but “we will let you play inside the AlberoShop world”. On the other hand, a campaign on Meta aimed both at those who had already purchased, with the explicit objective of working on lifetime value, and at similar audiences, useful for comparing behavior between those who already knew the brand and those who discovered it through the gaming experience.
Tracking is set to exceed the most superficial metrics: in addition to openings and CTR, navigation depth, increase in time spent on the site, rate of completion of the Audio Hunt stages and actual use of the coupon are observed. In parallel, the qualitative plan is monitored: comments, shares, messages received, tone of conversations on social networks and the way in which people spontaneously tell about the initiative, all key signs to understand if the brand is perceived as attentive, innovative and “on the spot”.
The results confirm that this choice was not an exercise in style, but a real Strategic plus compared to traditional promotion. During the campaign theIncrease in browsing time on the site was 30%, concrete proof that users have accepted the challenge and have actively moved through the product pages. The campaigns have recorded excellent CTR, confirming that the promise of a gamified experience, combined with a final incentive, is perfectly in line with the expectations of the AlberoShop target. The promotional part did the rest:
The coupons sold out in a single day, well before the end of the scheduled 7 days, a sign of strong interest and a real propensity to buy. Added to these data are the qualitative reactions: enthusiastic users on social networks, positive comments on the idea and requests for new editions of the Audio Hunt. Behind the scenes of this project is PoDuck, a strategic partner that designed and orchestrated the entire experience, integrating creativity, data and performance. And if even your e-commerce wants to go a step beyond “discount only”, using gamification to qualify audiences, increase customer value over time and truly differentiate the brand, PoDuck is the right team to have at the table.
