We want to share with you an interesting study about promotional games and their influence on consumer spending.
A recent study has investigated the impact that promotional games, both in brick-and-mortar stores and in online retailers, have on consumer behaviour and spending. The researchers of the study looked at the behaviour of more than 1000 customers who were given, at the beginning of their journey, games of chance such as scratch-off tickets.
It was found that winning a discount through these games of chance increased shoppers’ likelihood of making a purchase and their overall spending. The results were the same even if the discount won was smaller than the discount provided by the retailer.
The reason behind these results lies in the fact that winning in such games of chance affects customers’ perception of luck. This leads to a positive store attitude that then influences the willingness to buy. Customers perceive the environment more positively and therefore, are more willing to buy. Interestingly, this phenomenon also contributes to the development of good associations between the retailer and the consumers.
We found this study so interesting but we agree with the idea that this practice should be used only sporadically. If customers win every time they go shopping, there will be no perception of luck and the same thing would happen if they’d never win.