🎥 Video: Gamified Challenges: Inside limango's Loyalty Program.
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limango is a members-only online shop for families offering a variety of products from famous brands at attractive prices. Founded in 2007 and a member of the Otto Group since 2009 limango now has over 22 million members across Germany, Austria, the Netherlands and Poland.
Customers registering on limango.de or in the limango app are automatically enrolled into the family Star program where they collect family points with a diverse set of challenges and secure great rewards for their next shopping experience.
“The family Star program is the umbrella of all of our different services. We use it to communicate with our customers and engage them with the limango platform.”
Verena Pflug
Business Owner at limango GmbH - A member of the otto group
family Star program members accumulate family points by completing transaction and interaction-based challenges, such as checking offers regularly for a set number of days or adding favorite brands to a wishlist. Collected points allow members to progress through different levels and unlock even more exclusive benefits.
“Our objective is to be the number one platform for family shopping. We want to achieve this through a shopping experience so that using the platform feels like playing. In addition to incentivizing our customers to make purchases, we offer family-oriented activities, such as Easter crafts or ideas for rainy-day activities.”
Verena Pflug
Business Owner at limango GmbH - A member of the otto group
The main business goals for the family Star program are purchase frequency, visit frequency, and average order value (AOV). In order to achieve the goals the team at limango designs challenges that incentivize customers to collect and redeem points at the following purchase.
Here’s how limango uses Open Loyalty to power the family Star with gamification mechanics and drive customer engagement.
family star - a gamified bonus program where customers collect family points with a diverse set of challenges and secure great rewards for their next shopping experience.
“We want to design customer experience so that using the platform feels like playing. By designing challenges for using the platform and implementing mini-games on the website we regularly surprise and delight our customers.”
Verena Pflug
Business Owner at limango GmbH - A member of the otto group
Customers registering on limango.de or in the limango app are automatically enrolled into the family Star program. Program membership guarantees ways to save money on shopping and great rewards.
Members collect family points by taking part in a variety of challenges including:
There are no limits to the number of challenges a member can take. After each successfully completed challenge, members receive family points credited to their customer account.
After collecting a certain threshold of family points members reach different levels and receive vouchers. The vouchers are automatically activated when members reach a new level and are valid for 30 days.
In addition, 100 family points = €1 worth of family credit for next purchases. Members can use both a voucher and money in the wallet for the following purchases.
“We design the shopping experience and communication with a playful approach. For example we’ve set the Monday Blues challenge to help our customers start the new week right with some extra family points."
"Also, in Germany a lot of people watch Tatort (a crime TV series that has been running continuously since 1970) on a Sunday evening. We’ve created the Crime scene crasher challenge where they can collect Tatort Crasher family points for shopping on a Sunday between 8:00 p.m. and 11:59 p.m.”
Verena Pflug
Business Owner at limango GmbH - A member of the otto group
“Our customers can use both a voucher and money in the wallet for the next purchase. This way family Star members can save even more through the program.”
Verena Pflug
Business Owner at limango GmbH - A member of the otto group
“We define all the rules for the family Star program in Open Loyalty. We can create different kinds of challenges e.g., interaction-based like adding brands to wishlist or logging into the platform for a set number of days in a row and transaction-based like placing 10 orders over €50.”
Verena Pflug
Business Owner at limango GmbH - A member of the otto group
“One of our goals is to personalize content to our customers. The loyalty program allows us to collect meaningful information about our customers e.g., the amount of money collected in wallets. When we communicate the exact amount it has more impact than a generic message that there’s money in your wallet.”
“We segment our customers and send offers and communication based on their activity, the brands and products they like, or the balance available in their family Star account.”
Verena Pflug
Business Owner at limango GmbH - A member of the otto group
By bringing together different perspectives, expertise, and resources, limango and Open Loyalty drive innovation in gamification-based loyalty. Such a collaborative approach leads to the development of new features aimed at engaging customers to interact with the brand.
“A loyalty program is a big IT project and it requires long-term partnership. In order to develop our program we share our goals and our IT roadmap with the team at Open Loyalty, who are always willing to help and find solutions to challenges. Our business and technical requirements are translated into tickets, shaping the development of the loyalty engine.”
“I would recommend Open Loyalty for three reasons. Firstly, the platform offers a lot of possibilities to create challenges. Secondly, you always want to improve your product. You are interested in our use cases and apply the insights to develop the tool. Lastly, we have great contact with the team. By the way, I’ve already recommended Open Loyalty twice ;)”
Verena Pflug
Business Owner at limango GmbH - A member of the otto group
