Anyone who works in brick-and-mortar retail knows that it’s often the little things that make all the difference. A friendly chat at the checkout, a special promotion – or even a scratch card handed over at the till. A scratch card campaign brings precisely this moment of surprise and joy to the shopping experience. It ensures that customers not only go home with their goods, but also with the prospect of a win. And that increases their loyalty to your store at the same time.
What is a scratch card campaign?
A scratch card campaign is a measure whereby customers receive a personalized scratch card when shopping in your brick-and-mortar store. Hidden beneath the scratch-off surface is an individual code that can either be redeemed directly in the store or registered online. This gives the customer the chance to win attractive instant prizes or grand prizes—and you receive valuable customer data at the same time.
What makes it special: A well-designed scratch card campaign goes far beyond pure entertainment. It is a strategic tool that combines customer experience, brand loyalty, and data collection.
What are the advantages for brick-and-mortar stores?
A scratch card campaign offers a whole host of advantages:
Immediate customer motivation
Customers love to win. Even small instant prizes increase the joy of shopping. With a scratch card campaign, you can link purchases in your store with a positive experience that encourages repeat visits.
Increase in customer traffic
Limited-time promotions create an incentive to visit the shop during a specific period. This not only increases visitor numbers, but can also increase the average shopping cart value.
Gain valuable customer data
Each redeemed scratch card provides information ranging from contact details to shopping preferences. This data forms the basis for targeted marketing measures and a personalized customer approach.
Local marketing with high relevance
In brick-and-mortar retail, proximity is key. A scratch card campaign allows you to communicate offers and promotions specific to a particular location without significant wastage.
Step by step: How a successful scratch card campaign works
Step 1: Designing the tickets
The scratch cards are individually designed to match your shop or brand. This makes them visually memorable and strengthens your corporate identity.
Step 2: Individual codes
Each ticket receives a unique code that is assigned to a specific location or campaign. This allows you to evaluate later where most tickets were redeemed.
Step 3: Redemption & data collection
Customers scratch off the code and redeem it online or directly in the store. In doing so, they leave their contact details. These form the basis for future marketing campaigns.
Step 4: Profit distribution
Whether it’s an instant prize, discount coupon, or grand prize, the incentive should be attractive enough to achieve a high redemption rate.
Step 5: Evaluation & Optimization
Use the collected data to analyze which locations or customer groups responded particularly well to the campaign. Optimize your next campaign accordingly.
Why scratch cards are so effective in brick-and-mortar stores
Unlike digital sweepstakes, scratch cards take place where the impulse to buy arises: directly in the store. Customers take something physical home with them that reminds them of their purchase – and they often come back for more chances to win.
In addition, a scratch card campaign can be perfectly combined with other marketing activities, such as geo-based targeting, social media posts, or seasonal promotions.
Best practices for maximum impact
- Choose attractive prizes: A successful mix of smaller instant prizes and a grand prize creates excitement and motivation.
- Simple participation process: The process from “scratching off the code” to “claiming the prize” should be as short and straightforward as possible.
- Limit campaign duration: A time limit increases urgency and ensures faster responses.
- Follow-up marketing: Use the contact details you have collected for personalized offers, newsletters, or invitations to events.
Leveraging synergies to achieve more together
A scratch card campaign does not have to be designed for a single store. You can also join forces with other brick-and-mortar retailers that have similar target groups or locations. These collaborations allow you to expand your reach, share advertising costs, and benefit from mutual customer data – while complying with all data protection guidelines, of course.
Customer loyalty and increased sales in one
The goal of any in-store sales promotion is to generate more revenue while building strong customer loyalty. A scratch card campaign fulfills both criteria: it provides short-term incentives to buy and delivers valuable long-term information for your marketing strategy.
