Customers at 15 Harrisburg, Pa., area GIANT Food Stores can use their smartphones to play GIANT’S Snowflake Search, an augmented reality (AR) interactive game designed to engage and entertain children during their trip to the store.
After scanning a QR code located on in-store signage with a smartphone, a snowman then will tell customers to look for six unique snowflake signs. Finding a snowflake will initiate an interactive character surprise on the phone – such as “a polar bear juggling clementines and bananas in the fruit section” – as well as provide clues to the others.
“Augmented reality and gamification are potentially powerful options for brands who are looking to engage different audiences, especially those who are the influencers in the purchase decision,” said Mark Johnson, CEO and CMO of Loyalty360. “The ability to have the engagement of the influencer in the shopping experience enables the primary shopper the ability to finish the task at hand (shopping) while lessening the push back/resistance from the individual doing the shopping (mom).”
Customers will receive 50 GIANT Choice Rewards points for each character found, meaning they can earn up to 300 points per game and a total of 1,500 points through January 30.
Developed with California-based Schiefer Chopshop, GIANT believes it is the first web-based application of augmented reality in this capacity by a U.S. grocery retailer.
“As a parent, I know firsthand how challenging a trip to the grocery store can be with young children, especially during the holiday season,” Kimberly Mack, manager of digital strategy and media for GIANT Food Stores, said in a company release. “Our Snowflake Search game delivers on our commitment to innovation and our promise to the families we serve by making the weekly task of grocery shopping a bit more fun for our younger customers and bit easier for mom and dad, too.”
GIANT has more than 180 stores across Pennsylvania, Maryland, Virginia, and West Virginia and employs more than 32,000 team members.
“GIANT is one of the vanguards of the grocery field in regard to customer experience, loyalty and brand engagement, and a member of Loyalty360,” Johnson added. “It is great to see what Matt Simon, their CMO, and team are doing, and we look forward to additional enhancements in 2020.”
More about GIANT Food Stores from Loyalty360
The GIANT Loyalty Enhancement
GIANT Executive Discusses Differentiation with a New Rewards Program
GIANT Food Stores CMO Discusses Refreshed Loyalty Program: Part One
GIANT Food Stores CMO Discusses Refreshed Loyalty Program: Part Two