Health Marketplace Zdravcity Launches Innovative Gaming Experience for Users

The health marketplace «Zdravcity» has introduced a gamification strategy for users of its website and mobile app. It has become the first platform in the pharmaceutical retail sector to implement gaming elements aimed at increasing order frequency.

«Zdravcity» has launched a new communication channel— the mini-games project titled «Health City». This feature is accessible to customers across all regions where the marketplace operates, available in its mobile app for iOS and Android as well as on the website.

Upon registration, users are presented with various tasks and several interactive games, including «Tetris», «Memory», and more. Completing these games rewards players with coins, which can later be exchanged for promo codes or bonus points to use on «Zdravcity». The marketplace has indicated that the «Health City» project will gradually be expanded with new mini-games and challenges.

Modern brands must seek out innovative ways to engage with users to attract new audiences, retain them, and enhance loyalty. Analytics show that customers who have opted in for marketing communications place orders on «Zdravcity» twice as often. With the introduction of gamification, a revenue increase of up to 10% is anticipated from an expanded user base that receives notifications and campaigns. Customers who already have marketing consents will be incentivized to download the mobile app or shop at AS «Rigla» pharmacies, according to Vladimir Merzlikin, head of the loyalty program management team at «Zdravcity’s» marketing department.

The incorporation of gaming mechanics helps forge a deeper emotional connection with customers and fosters greater brand loyalty, as highlighted by representatives of «Zdravcity». Additionally, this marketing tool may also be considered as a channel for promoting pharmaceutical offerings in the future.