SUCCESS STORY

Gamification and AI personalization help Elmich grow leads by 11.7X CVR and contribute 44% of web GMV

Gamification and AI personalization help Elmich grow leads by 11.7X CVR and contribute 44% of web GMV

131,729 leads

Gamification and dynamic forms drive opt ins in 9 months

12.2% CVR

Lead forms convert 11.7X higher than site-wide rate

44% of web GMV

AI-powered web personalization drives revenue impact
Challenge

Challenge

Elmich needed to grow its first party data with qualified leads and phone numbers, while its undifferentiated website experience missed high intent opportunities and limited conversion growth.

Solution

Solution

Insider One deployed gamification templates, dynamic behavior triggered lead forms, and full funnel web personalization with InStory, social proof, progress bars, voucher management, and AB testing to optimize journeys.

Result

Result

Within around 9 months Elmich collected over 131K leads at 12.2% CVR, with gamification contributing half of all leads and AI powered web personalization driving an average 6.5% CVR uplift and up to 44% of web GMV.

ABOUT THE CUSTOMER

Elmich is a Vietnamese home and kitchen brand built on a promise of European quality living, offering ceramic cookware, induction cooktops, air purifiers, thermal flasks, and kitchen appliances across growing showrooms and a fast scaling e-commerce presence.

INDUSTRY
Retail - Consumer Electronics
CHANNELS
CDP
Smart Recommender
Gamification Templates
Web Templates
Architect
App Personalization
Email
SMS
Web Personalization
Web Push

SUCCESS STORY #1

Gamification led journeys deliver 131K leads at 11.7X higher CVR

The Challenge

Elmich needed to rapidly grow its first party data pool, especially qualified leads with phone numbers and intent signals, to power downstream SMS and personalization campaigns that could keep pace with its fast growth. Generic lead capture forms across the site delivered low volume, low quality contacts and did not reflect the brand experience.

The Solution

Insider One launched a multi format lead collection strategy across key touchpoints from homepage and listing pages to product and cart pages, combining dynamic behavior triggered Lead Forms with Gamification Templates such as Christmas and Tet Gift Catching, a Ceramic Memory Game, and Spin to Win mechanics. Collected leads were sent to the Insider One CDP and activated through Architect journeys with SMS as the primary follow up channel.

“Gamification is something the Elmich team is very proud of, customers come back to Elmich to look for new games and it creates a very positive experience for all users.”
Toan Chu
CRM Manager

The Result

Across approximately April 2025 to January 2026, Elmich captured 131,729 leads, with gamification templates contributing 50% of all leads and lead forms converting at 12.2%, which is 11.7 times the 1.04% site wide CVR. Lead collected users drove 16.5% of total web GMV and January 2026 set a new monthly lead record with a 246.18% increase, fuelled by Q4 2025 campaign momentum.

131,729 total leads

Collected in approximately 9 months

50% of all leads

Sourced from gamification templates

12.2% lead form CVR

11.7X higher than 1.04% site rate

SUCCESS STORY #2

AI powered web personalization contributes 44% of web GMV

The Challenge

Elmich's website served a mix of new and returning visitors with largely undifferentiated content, which meant the brand could not fully leverage high intent browsing behavior and faced elevated bounce rates and missed conversions throughout the funnel from discovery to checkout.

The Solution

Insider One implemented Web Personalization across the full journey, using InStory on the homepage to guide users to relevant categories, Top Search shortcuts on search and listing pages, social proof and scarcity on product pages, and a cart progress bar and voucher management at checkout, supported by cart reminders, exit intent pop ups, and onsite AB testing to continually improve CVR.

The Result

Through this full funnel personalization program, Elmich achieved an average CVR uplift of 6.5% from web personalization, with AB testing alone generating the highest recorded CVR uplift of 13.6% in October 2025, and AI driven experiences contributing up to 44% of total website GMV.

6.5% average CVR uplift

Driven by web personalization

13.6% CVR uplift

Best AB test result in October 2025

44% of website GMV

Attributed to personalized journeys

Turn gamification and AI personalization into always on growth

Turn gamification and AI personalization into always on growth Turn gamification and AI personalization into always on growth

Turn gamification and AI personalization into always on growth

Insider One combines gamification, dynamic lead capture, and AI powered web personalization so brands like Elmich can scale first party data, uplift CVR, and grow revenue impact across the full customer journey.
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