Gamification Strategy Driving Grocery Loyalty and Basket Growth

Game On: How Gamification Is Helping Grocers Drive Loyalty and Sales

In the article "Game On: Gamification Rewards Grocers Who Think Outside the Box" published by The Food Institute, Cédric Chéreau, Co-Founder & Managing Director at EagleAI (a part of Eagle Eye), shares how leading grocers are turning gamified engagement into serious business results.

Gamification With Purpose

Chéreau explains that today's most effective campaigns go beyond gimmicks. By combining interactive elements like spin-the-wheel games or scratch cards with meaningful rewards - such as loyalty points, cashback, or personalized incentives - retailers can build long-lasting customer engagement.

"It's not about the game itself," says Chéreau, "but the relevance and repeatability that drive real results."

Backed by AI and Real-Time Intelligence

While gamified campaigns may appear simple on the surface, the backend infrastructure must deliver. EagleAI supports this through a cloud-based platform that leverages machine learning and predictive AI to tailor each interaction in real time—ensuring every customer experience is rewarding, personalized, and data-smart.

What Retailers Are Seeing

• ASDA has reported strong results from campaigns like “Spin the Wheel,” which successfully combined entertainment with value.
• Lidl, on the other hand, learned that lacking personalization can limit the long-term success of gamification strategies.

The insight? Gamification must be both fun and functional—and execution is as important as creativity.

Key Takeaway

When powered by predictive AI and aligned with a broader loyalty strategy, gamification is more than a trend - it's a powerful tool for:

• Increasing basket size
• Encouraging repeat visits
• Fostering emotional loyalty

It transforms routine shopping into an engaging opportunity for incremental spend and brand connection.

Read the full article on The Food Institute.

Related Reading

• Explore gamified loyalty solutions
• See how Tesco Clubcard uses gamification
• Read our Grocery Loyalty Report for deeper insights