How JUMBO Switzerland turned over 120 physical stores into a giant WhatsApp game
Key points of the project
- Industry: Retail (DIY & Home Improvement)
- Use Case type: Real-world implementation
- Channel: WhatsApp
- Primary goal: Drive in-store foot traffic, increase dwell time, and boost spontaneous purchases
The challenge
JUMBO Switzerland wanted to create an in-store experience that would get customers moving through the entire store, increase dwell time, and spark spontaneous purchases. Traditional promotions often focused on single items or aisles — but the retailer needed something bigger, more interactive, and more fun to cut through the noise in a competitive retail environment.
The approach
We brought the spirit of Pokémon Go into the aisles — entirely via WhatsApp.
At the entrance of each of JUMBO’s 120+ stores, customers were greeted by a large campaign banner featuring a QR code. Scanning it opened a WhatsApp chatbot that explained the challenge: hunt down up to ten hidden codes placed throughout the store.
Each code unlocked an instant reward — from special discounts on selected products to scannable EAN coupons for 10% off. Collecting multiple codes meant stacking benefits, and finding all ten placed the player into a special prize draw.
The combination of instant gratification (discounts in the moment) and the bigger prize incentive kept participants highly engaged. Customers explored every corner of the store, often spending up to two hours hunting codes, discovering products they hadn’t planned to buy — and making unplanned purchases on the spot.
The result
Thousands of customers took part across all participating JUMBO locations. The campaign led to a significant increase in average dwell time, with many visitors staying well over an hour in the stores. Basket values rose thanks to spontaneous purchases triggered during the hunt. Customer feedback was overwhelmingly positive, with many describing the experience as “fun, rewarding, and unlike any other store promotion.”
What you can learn from this
WhatsApp can be used to power large-scale gamification in physical retail without the need for a dedicated app. By combining instant rewards with the prospect of a larger prize, customers stay motivated and engaged throughout the experience. In-store games like these not only boost satisfaction but also generate measurable revenue impact for retailers.
