With Maxxing, BZB has modernized its loyalty program to strengthen customer engagement and prepare for the future.
Background & Challenges
BZB, a fashion brand with a large young following, wanted to revamp its loyalty program to address several strategic challenges:
– Increase customer engagement and purchase frequency
– Better highlight the program’s benefits
– Modernize the mobile user experience
– Implement innovative gamification mechanics in partnership with Adictiz to boost engagement
– Prepare for the integration of new customer-facing technologies such as artificial intelligence and real-time personalization
BZB’s ambition went beyond simply revamping a loyalty program: the retailer wanted to make customer loyalty a true driver of digital transformation.
This perspective is perfectly illustrated by the comments of Emilie Desrues, E-business & CRM Leader at BZB:
“We knew how to attract customers, but we had a real challenge with repeat business and purchase frequency. That realization was what sparked our transformation. This new loyalty program has been the cornerstone of our digital transformation.”
Loyalty as a Cornerstone of Digital Transformation
The project carried out with Maxxing was not simply about modernizing an existing program. The goal was to make loyalty a true driver of engagement capable of meeting the evolving expectations of BZB customers.
The experience was designed with mobile devices in mind, as they have become the primary point of contact with the brand. Customers can now track their progress, access their benefits, and interact with the program in a more seamless and user-friendly environment.
This new architecture enables BZB to evolve its program over time. While real-time personalization and the use of artificial intelligence represent the next steps on the roadmap, the technical foundations are already in place to continuously enhance the customer experience.
In-app gamification at the heart of engagement, powered by Adictiz
To bring this program to life right from the start, BZB drew on Adictiz’s expertise to integrate game mechanics directly into the mobile app.
A Flagship Program: The Customized Raffle
A specialized development initiative was coordinated among the teams to launch an in-app raffle that was an instant hit. To participate, users spend 50 loyalty points, which encourages them to “burn” points while driving strong repeat engagement. On the technical side, Adictiz manages the entire raffle through a custom-built solution that includes:
– A dynamic counter showing the number of tickets already purchased for the drawing.
– A seamless user experience with dedicated error pages (insufficient points, raffle full).
– An automatic alert to notify users as soon as the operation is complete.
Weekly events and instant wins
At the same time, limited-time games are offered on the mobile app, limited to one entry per week per user, to establish a regular engagement. This 100% win-win mechanism automatically awards BZB loyalty points, while enforcing a strict “one-time only” rule: a player who has already won points cannot earn additional rewards during the same gaming session.
A calendar of events to mark the highlights of the year
The mobile app is becoming a true playground for exploring the brand’s universe through a variety of formats launched during key sales events:
– The Quiz: to test customers’ knowledge of the BZB universe.
– The Swiper: an engaging format (“I want it” / “Not my style”) that identifies customer preferences.
– The Photo Contest: to encourage interaction (e.g., taking a photo of yourself in front of a BZB storefront).
And many other fun features are already in the works to continue surprising the BZB community right within the app.
A program that is constantly evolving
One of the project’s strengths lies in the BZB teams’ ability to keep the program going after its launch.
Thanks to the platform’s flexibility, teams can quickly adjust the program’s settings based on observed usage patterns and business objectives.
Among the optimizations implemented:
– Adjustments to the generosity of certain game mechanics
– Optimization of trigger rules
– Analysis of Benefit Usage
– UX Recommendations for Mobile User Journeys
– Thoughts on new gamification mechanics
Key Findings
✅ Over 150,000 downloads of the mobile app
✅ A 10–15% increase in the number of customers redeeming their points, thanks to the promotional activities implemented
✅ Launch without any major incidents
✅ Strong ability to adapt after go-live
✅ Platform ready for future AI applications
✅ Structured, long-term project governance
✅ High-availability infrastructure
“We knew how to attract customers, but we had a real challenge with repeat business and purchase frequency. That realization was what sparked our transformation. This new loyalty program has been the cornerstone of our digital transformation.”
Emilie Desrues
E-Business & CRM Leader – BZB
Watch our presentation at Tech For Retail: