Retail & POS

30,000 Vouchers via Catalogue Gamification for Boden

Boden sent out 400,000 print catalogues for the start of the season. The challenge: how do you measure the direct ROI of a printed catalogue and convert the passive reader into a trackable e-commerce buyer? The answer was a QR code on the catalogue cover that led to a digital CUBE scratch card. The result: 30,000 vouchers scratched, 30,000 GDPR-compliant e-commerce leads — with no hardware, no app download and no media breaks.

More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.

The initial situation

Print marketing is under heavy ROI pressure. 400,000 catalogues sent out are a substantial budget item — but without a digital bridge, the contribution to revenue is not measurable.

At the same time, a corporate-identity redesign of Boden was running in parallel. The campaign had to be carried out in the new brand design and create a strong pull effect to drive customers into the online shop.

The gamification mechanism could not be open to manipulation: the discount system with tiered discounts (15%, 20%, 25%) could not be undermined by repeat entries with the same email address or session manipulation. Algorithmic control of the prize odds was a mandatory requirement.

The UpReach solution

UpReach implemented the campaign through the CUBE Gamification Engine as a pure software solution. A dynamic QR code was printed on the cover of the 400,000 catalogues.

On scanning, customers landed immediately on a white-label mobile website in the new brand design. They "scratched" with a finger across the smartphone display to reveal the discount code. Only afterwards — once the prize was already visible — did the data gate open: enter an email address and confirm a GDPR-compliant newsletter opt-in. The discount code was then delivered by email.

The CUBE cloud CMS controlled the prize odds algorithmically: the most valuable discounts were distributed mathematically across the full 2-month campaign run. Manipulation protection: each email address could only enter once.

Setup & Logistics

Four weeks' lead time: 2 weeks for CUBE configuration in the new brand identity (mobile website design, scratch-card animation, prize-odds algorithm, email automation with voucher-code delivery, CRM API integration), 1 week for QR code coordination with the print house (dynamic code on the catalogue cover), 1 week for end-to-end testing across various smartphone operating systems and voucher-redemption testing in the web shop.

No physical hardware delivery. Campaign activation remote via the CUBE cloud CMS. Daily monitoring of the discount-distribution rates and lead quality in the dashboard.

Campaign run: 2 months. The algorithm controlled the distribution of the most valuable discounts with no manual intervention. After the campaign ended: a full lead export into the Boden CRM via the REST API.

Results by the numbers

30.000

vouchers scratched

400.000

print catalogues with an integrated QR scratch card

hardware terminals

30,000 vouchers scratched from 400,000 catalogues equal an activation rate of 7.5% — a strong figure for print-to-digital conversions, which typically sit in the single-digit percentages.

Each of the 30,000 vouchers was tied to a GDPR-compliant email contact. The brand thereby received 30,000 qualified e-commerce leads, directly usable for performance marketing and newsletter campaigns.

The real proof of the mechanism lay in the tracking: through voucher redemption in the web shop, Boden could measure exactly how much direct revenue was generated from the 400,000 print catalogues. Print ROI was thereby precisely measurable for the first time.

Key takeaways from this setup

Zero friction is the precondition: the barrier between the scan and the digital scratch card has to be at zero. No login, no app download. Every additional barrier halves the activation rate.

Data gate after the scratch, not before: the email request only comes after the customer sees their prize — when motivation is at its highest and the drop-off rate is at its lowest.

Algorithmic distribution secures budget evenness: static voucher codes are shared on immediately. Dynamic prize control via the cloud CMS prevents depletion in the first days and holds the tension to the end of the campaign.

Print ROI becomes measurable: QR gamification is the only way to measure the direct revenue contribution of a print catalogue. Without this bridge, print marketing is flying blind.