In-store customer engagement is becoming a critical priority for convenience retailers looking to differentiate themselves, retain customers and create new marketing opportunities. This case study explores how a group of 13 SPAR convenience stores introduced Retail Roulette, a gamified checkout experience designed to increase engagement at the point of sale. Rather than offering guaranteed giveaways, Retail Roulette gives customers a chance to win a prize in exchange for providing their mobile number. The experience is fun, fast and memorable — and for the retailer, it creates a new marketing database powered by [[The Bridge]].
These SPAR stores serve a diverse customer base that includes commuters, school families, local residents and workplace traffic. Convenience retail is fast-paced, with most transactions completed in seconds. This speed leaves very little room for meaningful interaction, making it difficult for store owners to build brand loyalty or collect customer information. Traditional loyalty card schemes were considered, but operators found them too costly, too slow to implement and too demanding for staff to manage. They needed a solution that felt modern, engaging and effortless for customers.
The problem
Before adopting Retail Roulette, these SPAR stores faced a common challenge: high footfall but very limited opportunities to connect with customers beyond the transaction. Shoppers walked in, purchased essentials and left the store without any lasting relationship with the retailer. This meant:
– no marketing database
– limited ability to promote offers or new products
– no insight into customer behaviour
– no method to encourage repeat visits
Printed promotions, shelf talkers and social media posts were producing inconsistent results. The retailer wanted a new way to create engagement without slowing checkout queues or introducing complex loyalty programs. They also wanted something that worked across all 13 stores without creating significant training or operational demands.
What we installed: Retail Roulette in-store customer engagement kiosks
Retail Roulette units were installed at each of the 13 SPAR stores, positioned beside the checkout where shopper attention is highest. The retail engagement kiosk uses a bright touchscreen interface to present a digital wheel filled with prize segments. After completing their purchase, customers are invited to enter their mobile number for a chance to win. Once entered, the wheel spins and reveals the outcome — a free snack, a discounted product, or the incentive to try again next time.
The mechanic is deliberately simple. It creates a moment of excitement without affecting queue speed or requiring staff involvement. Because prizes are not guaranteed, stores retain full control over promotional costs. Customers enjoy the experience because it feels like a game, not a loyalty sign-up form.
Every time a customer participates, their mobile number flows directly into The Bridge. The platform consolidates entries across all 13 stores into a single marketing database. From there, retailers can send targeted SMS or WhatsApp messages about upcoming offers, seasonal promotions or store events. It gives convenience store operators a direct line to customers they previously had no way to reach.
The results: stronger engagement, repeat visits and new marketing capabilities
Since installing Retail Roulette, in-store customer engagement has increased dramatically across the estate. Customers approach the kiosk willingly, often encouraging friends or family members to join in. Checkout areas feel more dynamic, and staff report that customers mention the game when returning to the store.
Participation rates have remained high, especially during evening shopping and weekend household trips. Many customers return specifically to “have another spin,” which creates a natural form of loyalty without requiring a traditional loyalty program.
The Bridge has generated thousands of customer contacts across the 13-store estate. Stores now have the ability to run targeted promotions, send instant offers and promote seasonal campaigns directly to customers who opted in. This is a capability convenience stores rarely possess because most lack loyalty systems or digital marketing tools.
External research on retail engagement, such as findings from https://www.rbrlondon.com, highlights gamification and interactive customer experiences as growing drivers of footfall and loyalty in convenience retail. Retail Roulette aligns precisely with this trend — a light-touch, enjoyable interaction that customers want to participate in.
From an operational standpoint, Retail Roulette requires almost no staff involvement. The kiosk handles data entry, prize distribution and user interaction automatically. Through The Bridge, store management can monitor participation levels, prize popularity and marketing database growth across all locations in real time.
The combination of an enjoyable customer experience and powerful data capture has transformed how these SPAR stores communicate with their customers. What was once a simple checkout transaction is now an opportunity to build long-term relationships and drive return visits.
