How limango uses gamification to drive family Star member engagement

Project summary

limango is a members-only online shop for families offering a variety of products from famous brands at attractive prices. Founded in 2007 and a member of the Otto Group since 2009 limango now has over 22 million members across Germany, Austria, the Netherlands and Poland.

Customers registering on limango.de or in the limango app are automatically enrolled into the family Star program where they collect family points with a diverse set of challenges and secure great rewards for their next shopping experience.

“The family Star program is the umbrella of all of our different services. We use it to communicate with our customers and engage them with the limango platform.”

Verena Pflug
Business Owner at limango GmbH - A member of the otto group‍

Relevant trend: Gamification

family Star program members accumulate family points by completing transaction and interaction-based challenges, such as checking offers regularly for a set number of days or adding favorite brands to a wishlist. Collected points allow members to progress through different levels and unlock even more exclusive benefits.

The challenge

Becoming the top shopping platform for families

“Our objective is to be the number one platform for family shopping. We want to achieve this through a shopping experience so that using the platform feels like playing. In addition to incentivizing our customers to make purchases, we offer family-oriented activities, such as Easter crafts or ideas for rainy-day activities.”

Verena Pflug
Business Owner at limango GmbH - A member of the otto group

Driving purchase frequency, visit frequency, and average order value (AOV) 

The main business goals for the family Star program are purchase frequency, visit frequency, and average order value (AOV). In order to achieve the goals the team at limango designs challenges that incentivize customers to collect and redeem points at the following purchase.

Here’s how limango uses Open Loyalty to power the family Star with gamification mechanics and drive customer engagement.

Key Results

Loyalty and gamification features implemented into the program

• challenges:
  • transaction-based e.g., order from limango for the first time and get your family points for it.
  • interaction-based e.g., download the app and activate push notifications.
• points: 100 family points = €1 worth of family credit for next purchases.
• referrals: referred friends receive a €15 welcome voucher immediately after registration, and once they make their first purchase, the referring member receives a €10 voucher as a thank you.
• tiers: after collecting a certain threshold of family points members reach different levels and receive vouchers.
• wallets: family credit and gift cards.

Business results

• 3x increase in purchase frequency through the purchase frequency challenge (from 2.5 purchases in a three-month period in 2023 to 7.8 purchases in the same three-month period in 2024).‍
• 41% increase in average order value (AOV) for active customers who completed a dedicated challenge for customers with AOV below €100 (from €66 to €93).

The Solution‍‍

family star - a gamified bonus program where customers collect family points with a diverse set of challenges and secure great rewards for their next shopping experience.

“We want to design customer experience so that using the platform feels like playing. By designing challenges for using the platform and implementing mini-games on the website we regularly surprise and delight our customers.”

Verena Pflug
Business Owner at limango GmbH - A member of the otto group

The family Star Program

Customers registering on limango.de or in the limango app are automatically enrolled into the family Star program. Program membership guarantees ways to save money on shopping and great rewards.

Members collect family points by taking part in a variety of challenges including:

• The early bird: where members are rewarded extra points for shopping in the morning hours.
• Cultural reference: members are rewarded Tatort Crasher family points when ordering on Sunday between 8:00 p.m. and 11:59 p.m.
• Brand challenges: where members are rewarded extra points for including certain brands in their purchase.
• Seasonal challenges: where members are rewarded extra points for shopping within a season e.g., shopping between March and May as part of the Spring Time'24 challenge.
• Treasure hunts: where members are rewarded extra points for shopping a certain product e.g., for the first second hand purchase as part of the Second hand treasure hunters challenge.
• Active app use: where members are rewarded extra points for downloading the limango app and activating the push notification function.
• Reward redemption: where members are rewarded extra points for redeeming their gift voucher balance.

There are no limits to the number of challenges a member can take. After each successfully completed challenge, members receive family points credited to their customer account.

After collecting a certain threshold of family points members reach different levels and receive vouchers. The vouchers are automatically activated when members reach a new level and are valid for 30 days.

In addition, 100 family points = €1 worth of family credit for next purchases. Members can use both a voucher and money in the wallet for the following purchases.