Auchan deploys a new digital mechanism to build customer loyalty

After a test phase, Auchan partners with UntieNots to deploy the “Waaoh Challenges” from March 22nd. The principle: relying on its affinities, the consumer is offered online challenges to meet. The challenge: to accumulate euros on its loyalty card … and to keep it loyal to the nordic brand.

At the end of 2016, the northern distributor launched a call for tenders: he wanted to redirect his communication towards more targeted digital devices. Among the solutions that are exposed to it, a company is holding its attention: UntieNots. Founded in 2015, the young French Tech brand is using artificial intelligence to offer games to consumers. They choose their challenges in order to accumulate euros “It’s a fun way to create loyalty to the brand without buying more, but buying all the time in the same place” synthesizes Zyed Jamoussi, co-founder and president of UntieNots.

From customer buying preferences

Auchan has tested this solution by relying on its base of loyalty card holders. Some of its customers have received an e-mail or SMS inviting them to visit a page dedicated to the marketing campaign. Here, they were presented with a list of challenges, customized according to their purchase history but also their web browsing and favorite departments, among others. The customer could then choose the challenges he wanted to take up. By fulfilling these missions, he accumulated euros on his loyalty card. “Here, the logic is reversed since we start from the customer’s affinities to offer him adjusted challenges. These targeted operations have had a much higher level of participation than the traditional mechanics we offer, “says Anne Benoit, web marketing manager at Auchan, who does not want to comment on the results of this new solution.

Phase 2: a larger operation

Given the success of this test, conducted through two campaigns in 2017, Auchan is deploying the device more extensively. As of Thursday, March 22, 2018, over a million customers will receive a notification to meet its “Whaaoh challenges.” UntieNots notes that on average, 10% of people exposed then rub shoulders with these games. In retail, the start-up also collaborates with Carrefour and Sephora on digital personalization devices.

Example of Auchan campaign conducted in 2017 with UntieNots: