Bohus, one of Norway’s largest furniture retailers, has a simple goal: understand their customers better so they can offer the right products at the right time. But with a customer base of half a million and a wide range of furniture, connecting with each person individually is no easy task. That’s where gamification comes in, helping Bohus meet customers where they are, guiding them through the product range, and collecting insights that make future communications more relevant. 

“For us, gamification is about understanding our customers’ style and preferences while showing them our products in a way that feels relevant and engaging.”

— Natalie Eriksen, Loyalty Specialist at Bohus

Connecting with customers, one personality test at a time

Bohus has experimented with a range of campaigns, from personality tests, to quizzes and scratchcards. A standout example is their Garden Furniture personality test, which invited participants to share preferences such as fabric type, design style, and mobility needs.

By answering a few simple questions, from color and price range to weather-resistant fabric preferences, participants were matched to a personality type, helping them discover the outdoor furniture collections that best fit their style and space.

Results of the campaign: 

• 7,500+ sessions 
• 1,400 registrations
• Approx. 1 minute average time spent
• 1,300+ clicks to explore garden furniture on Bohus.no

“After completing the test, many participants clicked through to bohus.no or our digital garden magazine. This can show they were genuinely interested in exploring the garden furniture we recommended, or our range in general.”

— Natalie Eriksen, Loyalty Specialist at Bohus

Mapping insights directly into Voyado

The magic of Bohus’ campaign isn’t just in the results themselves, it’s in what happens next. Key questions and resulting personalities of the Garden Furniture test were mapped directly into Bohus’ customer experience platform – Voyado. This integration allows the team to capture rich customer data in real-time, enriching customer profiles automatically.

From there, segmented newsletters can be triggered based on the preferences customers expressed in the personality test. For example, sending a newsletter with budget friendly collections to those who value price over design, or highlighting specific design styles to customers that have only a small outdoor space.

“We map key questions and the resulting personalities to a specific field in Voyado. That way, as soon as someone completes a personality test, the right data is stored on their profile and can trigger relevant communications with little manual effort.”

— Therese Pettersen, CRM Manager at Bohus

Results of the segmented newsletters on average for the duration of the campaign (vs. company benchmark):

• Click rates: +20%
• Open rates: +3.5%

A successful first step with Voyado integration

The Garden Furniture personality test was the first campaign where Bohus fully integrated with Voyado, mapping each answer directly into customer profiles. While the campaign was relatively niche, with around 7,500 sessions, it proved the concept: collecting data in this way not only works but provides actionable insights that improve customer engagement.

Encouraged by the results, Bohus plans to expand this approach, launching more playable campaigns integrated with Voyado to gather relevant data, build richer customer profiles, and deliver personalized marketing in a smarter, more effective way.

“This first integrated campaign showed us the true potential of combining Playable with Voyado. The data we collected was invaluable and immediately useful for targeting relevant communications.”

— Therese Pettersen, CRM Manager at Bohus