What did dgtl.ai build for Modepark Röther's 50th anniversary?

dgtl.ai built a mobile web app combining GPS location, augmented reality, and gamification – a treasure hunt with no registration or app download, letting shoppers activate vouchers in AR through their smartphone camera while in-store.

How does Modepark Röther's GPS treasure hunt work?

Shoppers open the web app in-store and are recognized via GPS. A first, easy-to-find starter voucher is unlocked in augmented reality through the camera. Redeeming it reveals up to four further vouchers, staged two at a time, on a live map — their exact location and whether they're a win or a "try again" only become clear once the shopper walks over. This creates up to five voucher activations per person and store.

What results did the Modepark Röther campaign achieve?

Over the 10-day activation across 47 participating stores, around 8,600 vouchers were activated by roughly 5,500 active users, of whom 2,200 engaged more than once. The app logged about 197,000 interactions — an average of 35 per user, 20 of which were unrelated to the prize draw itself.

Why does the GPS, augmented reality, and random-reward concept work?

The combination of curiosity from the random reward, movement driven by the live GPS map, and attention from the AR visuals actively guides shoppers through every department of a store. This increases touchpoints with the product range and, according to dgtl.ai, can be reused for further seasonal campaigns.

What value does a GPS treasure hunt bring to brick-and-mortar retail?

Beyond more dwell time and sales, the solution delivers data-driven store insights through live heatmaps, strengthens brand emotion through AR coupons, and works as a scalable concept that can be reused for campaigns such as Black Friday.

Modepark Röther –
50 Years, 1 Game, 47 Stores

Web App with GPS, Augmented Reality, and Gamification

MODEPARK RÖTHER

Agency:
POLYCHROM Medienproduktion

Participant tracking

Event apps

The Challenge

For its 50th anniversary, Modepark Röther wanted a gamified in-store experience that:

guides shoppers through 47 stores across Germany and Austria,
increases dwell time and touchpoints with the product range,
stages discounts and vouchers in an engaging, memorable way.

50 years of MODEPARK RÖTHER – a digital experience featuring a jubilee campaign, vouchers, competitions and a store finder.

Our Approach

GPS + AR + Curiosity

Visitors simply walked into a participating store and opened the custom-built web app — no registration, no download, 100% frictionless.

The app recognized users via GPS and activated the first voucher, displayed directly in Augmented Reality through the smartphone camera. This first step was intentionally simple: a playful onboarding moment.

Once the test voucher was redeemed, two new vouchers appeared in the store — not labeled as “win” or “empty.” Their exact locations were only displayed on a live, GPS-based map. Shoppers had to move through the store to reveal the outcome on-site.

Activating one of these markers unlocked two additional vouchers, creating a maximum of five vouchers per person and per store. Each step required users to physically explore the space, follow defined routes, and navigate via the real-time map.

The result:
A guided, curiosity-driven journey that blended AR excitement, real movement, and a reward mechanic rooted in surprise. Visitors naturally explored more departments, generating deeper product engagement.

Implementation
at a Glance

Solution & Benefit

Check-in

Mobile web app with GPS authorization

Instant access, full audience reach

Starter Voucher

Fixed entry coupon in AR view

Quick success, intuitive onboarding

Dynamic
Coupons

Two new markers appear at opposite ends of the route

Encourages full-store exploration

Random Reveal Mechanic

Win or “try again” is only shown on-site

Creates suspense & repeat movement

AR Overlay

3D brand-designed vouchers

High recall & social-sharing potential

Real-Time Monitoring

Dashboard with triggers, heatmaps, routing

Live-measurable ROI & engagement

The Results

10-day activation across 46 stores

Vouchers in
47 locations

8,600

Active
users

5,500

2,200 users with multiple interactions

App
interactions

197,000

114,000 interactions tied to Röther content or locations

Interactions
per user

Ø 35

20 interactions unrelated to the prize itself (57% of all engagement)

Users per day

up to 1,000

Business Impact for
Modepark Röther

Five Effects on Sales and Brand Loyalty

More dwell time & increased sales

Customers explored departments they would normally skip.

Data-driven store insights

Live heatmaps revealed hot & cold zones for future floor planning.

Brand emotion & social storytelling

AR coupons acted as visual magnets; social posts boosted reach.

Scalable concept

Framework reusable for seasonal campaigns (e.g., Black Friday).

Anniversary spotlight

A modern experience connecting 50 years of heritage with innovation.

Why this model works

GPS treasure hunt + AR + Random Reward =
More Sales per Store

Gamification sparks curiosity. Augmented Reality adds the wow.
Together, they guide shoppers through the store — while delivering measurable business impact.

Discover the right solutions

Last updated: August 13, 2026

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Modepark Röther – 50 Years, 1 Game, 47 Stores