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“Play rock-paper-scissors with a customer”, or how to increase loyalty using lifestyle marketing techniques

Today, it is not enough for a company to offer a discount or special working conditions to get customer loyalty. Today, almost everyone is ready to give it. Dmitry Kibkalo, founder of the international network of Board games “Mosigra”, shares his company’s experience in implementing lifestyle marketing and gives practical advice on how to make a purchase a special event
Marketing research confirms with one voice that once a customer loves a company for something good and valuable, they will return to its services again and again. This is called loyalty. The question is what you need to do to make friends with the client and bypass all the others in this.


Try to do something that the client does not expect from us. It’s not as difficult as it seems. It is enough to be attentive to it and help solve small problems.

We were not the first seller of Board games on the Russian market. But the first to make it really convenient. It used to be that a Board game is a cardboard box that stands in a mass grave of similar boxes on a shelf. We began to remove the packaging, open the boxes in front of the buyer, show what is inside, tell the rules. And it worked. We started selling emotions instead of cardboard — and the conversion rate increased significantly.

In the company’s DNA, the rule is sewn in: buyer = friend. You will not advise a friend bad, you will not deceive, you will not slip an illiquid. And even so: if there is an opportunity to help a friend, then, of course, you will help him. We ask sellers to help our guests, even if it means sending them to a competitor’s store. If we don’t have something, they find where it is and tell us how to get there.

We have simplified the return policy as much as possible. The discount is also easy to get-by phone number. Attach the batteries to the toy — it is more to do! This is taking care of the customer so that they don’t have to run after them to the store.


Retail is a new trend. The essence of it is to add emotions to the purchase and turn it into an adventure. Every customer’s contact with the brand should be a holiday or something good to remember. That’s why we started running free game libraries. For visitors, this is a great way to have a good time, and for us — a promo of our product. A person came into contact with the brand, tried our product, got a positive response, and all this is free of charge. Of course, he will want to repeat it. Where do you think he will go for the game?

Or here’s an example. Do you often get a discount flyer? Its fate is usually the same — we put it in a bag. Six months later, we find a crumpled piece of paper and throw it away. Do you know how to increase conversion from such discounts? The discount should create a sense of”deserved”. For example, you can play rock-paper-scissors with a customer for a discount. Won — got a discount. In this case, the discount is earned, and the conversion is many times higher. It is very likely that the buyer will make a purchase right here and now.

This rule doesn’t only work for B2C sales. And in the segment of working with business partners, there is a place for entertainment. Gamification has already become a trend in the market, and everywhere: in business processes, advertising, and education. It is much easier for a person to get involved in the game than to do something that they are asked to do. That’s why B2B is so in demand for Board games as corporate gifts. There are also enough collaborations. For example, a simple and fun game “Friday”, which we released together with the TV channel”Friday”. This is a great option for a PR campaign: the channel has the opportunity to contact a new audience offline — from store shelves. We want to reach the audience of the channel. The project is a symbiosis. The game even won an award for the best off-air promo.

To engage in the business

When a person feels involved, they are more loyal to the brand. A simple example: we conducted a survey “What infuriates you in stores?”, and everyone who participated in it was interested in the answers of others. Many were ready to repost this material. The person who participated in the survey, of course, is interested in the result: it was possible to do something better or not. He feels that there is also his contribution as a result, and is proud of it. And, accordingly, he is more loyal to us and is ready to forgive any roughness.

What else works for us. Any client can write directly to the company Manager. On each page of the site there is my mail and the mail of all Department managers. At first I thought it would be difficult to fight back, there will be a lot of letters not on the case, but the result is excellent. If they write about a problem, it’s a big problem, and it’s great that I quickly found out about it. Much more often they write with ideas and suggestions-everything that can help the business grow. And again, customers, realizing that I am one letter away, feel more attention to themselves. Sellers also understand this.

Another interesting case with crowdfunding. Last year and this year, we experimented with Kickstarter, and the result was unexpected for us. The thing is that crowdfunding sites are not so much points of sale of a product and not so much a way of raising money as it may seem at first glance. This is primarily a strong marketing tool.

The project, which is implemented on Kickstarter, becomes interesting to distributors and retailers. Because the interest in it is confirmed by money. But this is not the main thing. The most interesting thing is that the people who supported the project become like its partners, co-founders. And they talk about the project in social networks and recommend it to friends. We only sold 400 boxes of this game. But these 400 people generated a big wave of interest. Ridiculously, when the game first appeared in the warehouse, it lay there for only 40 seconds. By the time the buyers published the release, there were already zeros on the balances. Because of pre-orders.

The game for two weeks of sales got to the first place in sales in revenue and the second in pieces. And this is not the limit. All this happened precisely because of the involvement of many of our customers in the project. Kickstarter, beta tests, comments and ideas-we collected everything in contact with fans of the game.

Turn your head and react

This rule is about event marketing. Every day, millions of our and your customers surf the web in search of something cool, fried. Every day there are infopods that you can respond to. Using the infopod correctly means getting a free promo. Because the main part of the work-attracting the attention of the audience-someone has already done for us.

But. First, the most important thing is to understand that you need to react quickly. And secondly, be careful! Indelicately riding, for example, an acute topic, there is a risk of tarnishing the reputation.

Talk about business

Priorities have shifted. There is no longer any point in keeping a commercial secret, including commercial ones. We talk openly about our business, and people are interested in following what is happening, what we have come to, and what experiments we have made. To share, we blog on Habrahabr, Peekaboo and Facebook.

We also wrote the book “Business as a game. Rake of Russian business”, which collected honest stories about our business. The book soared into the top sales and even won the “Best business book of the year 2016” award. But in fact, this is nothing more than an advertisement for our company.

From all this, simple conclusions. All lifestyle marketing is about knowing your customer well, taking care of them, and communicating constantly. And honesty and openness on the part of the company. This is not even a list of tricks, but a whole strategy where the client is not a source of sales, but an old friend with whom you have one adventure for two.

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