How Enamor used gamification on its website to increase engagement by 40%

Enamor is a prominent Indian lingerie and athleisure brand known for its quality, comfort, and inclusive approach. Since its founding in 2003, the brand has become known for premium fabrics and styles prioritizing fit and support across a wide range of products, including bras, panties, and activewear. With a focus on empowering women and enhancing body confidence, Enamor combines in-store experiences and digital engagement to build lasting customer relationships and meet the evolving needs of modern Indian women.

Challenge

Enamor was experiencing strong website traffic, but the brand faced challenges in converting this traffic into leads, limiting its ability to expand its customer base.

Additionally, Enamor struggled to effectively nudge new visitors toward making a purchase, impacting their potential for conversion and revenue growth despite high site engagement.

Solution

Part 1 - Gamified pop-ups for lead capturing and instant retargeting

Enamor implemented BIK’s gamified “Spin the Wheel” pop-up, on their D2C website, designed to acquire new leads and distribute rewards. When a visitor spins the wheel and receives a discount coupon, they are encouraged to make a purchase immediately.

If no action is taken within 15 minutes, Enamor sends a personalised WhatsApp message, reminding the customer of their reward and creating a sense of FOMO by noting that the coupon expires by the end of the night. Should the customer still not act, a follow-up message is sent within 6 hours, providing an enhanced coupon to incentivize higher cart values.

For customers who reach a specific cart value threshold, Enamor further sweetens the deal by offering a free gift, effectively boosting conversions and encouraging larger orders!

Part 2 - Strategic Retargeting with On-Site Events

Enamor also used on-site event-based retargeting with BIK to boost conversions. By targeting customers who visited product pages, abandoned carts, or checkouts, Enamor sent contextualized WhatsApp reminders with personalized incentives to encourage them to complete their purchases.

If the customer doesn’t complete the purchase, a second message is triggered within 24 hours if they revisit the product page. This follow-up emphasizes FOMO, offering an additional incentive to finalize the purchase and again prompting the customer to consider adding more items to their cart. This strategic retargeting approach helps Enamor maximize cart values and drive conversions through timely, personalized nudges.

Results

Here’s what BIK has Contributed solely through Gamification and Strategic Retargeting:

• Top Funnel Audience: Increased retention with top-of-the-funnel leads with a 40% interaction rate of all website visitors

• Revenue Impact: The welcome pop-up journey alone contributes to 6% of the entire D2C revenue for the brand.

Are you interested to know how we can gamify your lead acquisition plays and how you can strategically retarget them to win more customers? Talk to us now!