Price Chopper/Market 32 recently launched Daily SurPRIZE, Frozen Food Frenzy, a themed digital game, as a component of National Frozen Food Month in March.
Last fall, Price Chopper/Market 32 ran tcc Global’s Daily SurPRIZE mobile game for eight weeks leading up to the holidays. Building on the popularity of mobile games like Wordle, the Daily SurPRIZE was available for play once per day. Price Chopper/Market 32 customers who registered online or via its mobile app could spin a wheel for the chance to win gift cards, magazine subscriptions, donations to charities, entries to sweepstakes and AdvantEdge Rewards points. The top prize of 25,000 AdvantEdge Rewards points was awarded to one player each day.
The game drove higher online registrations and app downloads, lifted overall site traffic, and drove in-store sales for those who played. Customer feedback was very positive, which led to the quick creation of the next Daily SurPRIZE.
“It’s a marketing maxim that customers who engage with your brand both online and in-store are more valuable than single channel customers,” said Glen Bradley, EVP, sales & merchandising at Price Chopper/Market 32. “The Daily SurPRIZE enabled us to validate this theory -- customers who played the game showed higher sales in-store than the corresponding control group who did not play the game.”
As an enhancement form the last game, Daily SurPRIZE, Frozen Food Frenzy features free exclusive digital coupons. Customers will also have a chance to win prizes including sweepstakes entries, AdvantEdge Rewards points, magazine subscriptions, and donations to charities.
Consistent with the frozen food theme, shoppers play the game by wiping away digital “condensation” from a freezer window revealing an array of prizes. Match three prizes and that item is won.
“Over the past 18 months we have made significant enhancements to our AdvantEdge Rewards program, adding physical, digital and experiential rewards to our historical, and very popular, food and fuel discounts. The improved offering also created new ways for our customers to earn AdvantEdge Rewards points in addition to purchases instore and online,” said Bradley.
“The Daily SurPRIZE is an additional way for our customers to earn bonus points while playing a quick and fun game. The customer response says it all -- registrations, traffic and sales were all up over the course of the game. That positive consumer reaction encouraged us to reprise the game during Frozen Food Month.”