Gamification at the point of sale

The traditional brand Julius Meinl shows how this can work: in more than 400 participating cafés, guests receive a scratch card with their order on Coffee Day. Behind each card could be an instant prize, such as an extra coffee to enjoy right there and then. The promotion runs from October 1 to 7, 2025, and these are the participating establishments.

Experiences create brand loyalty. The scratch card promotion goes beyond the product itself and turns a visit to the café into a little adventure. This type of gamification – i.e., playful interaction – works particularly well in the B2C sector because it appeals to emotions: excitement, joy, surprise.

Brands that invest in experiences create loyal customers, increase their reach through word of mouth, and gain valuable insights into their target group.

• Experiences instead of discounts: Customers remember a positive experience more than a short-term discount.
• Community effect: Winning or sharing such moments together promotes interaction and turns customers into brand ambassadors.
• Low barrier to entry: Small instant wins are easy to understand and redeem without much effort – this motivates participation.
• Storytelling potential: Campaigns like these offer plenty of content for social media and increase organic reach.

The example of Julius Meinl shows that gamification elements such as scratch cards can also set innovative trends in traditional industries. Brands that invest specifically in such experiences strengthen customer loyalty, promote word-of-mouth advertising, and position themselves as modern and approachable.