France's 660 E.Leclerc stores are grouped into 16 purchasing centres. Nearly all E.Leclerc centres have celebrated their anniversary with game kiosks at one time or another. SCACHAP is a beautiful example: its Lyon-based consulting agency SJM has helped organise its regional anniversary campaign with game kiosks each year for more than 10 years.
SCACHAP has often changed models for the centre's anniversaries in accordance with the innovations that Promotion L&H has offered: the cardboard kiosks with LEDs were replaced with square kiosks with three entrances, then cardboard kiosks with screens and, finally, digital game kiosks.
Customers love the digital game kiosk's look, lever and jackpot animation. The store's staff also love how easy this kiosk is to use.
The centre often varies the game mechanics: tokens distributed at the tills, tokens customised with partner brands' logos, games with till receipts or loyalty cards, games with or without a final tombola, etc.
But above all, the brand makes sure that the mechanics are easy for customers to understand, since it knows through experience that a simple game is an essential condition to making a wide-scale campaign a success.