Case Study: BT securely launches exclusive console sales with Uniqodo

Uniqodo helped BT Shop achieve an 85.8% conversion rate for their exclusive PS5 promotion

BT, a major UK telecommunications provider, faced several challenges in offering next-gen gaming consoles exclusively to its existing broadband customers. With non-essential retail closed during a lockdown, they needed to control sales to only eligible customers, manage a massive anticipated spike in web traffic to their BT Shop without disrupting normal business, and protect their new manufacturer partnerships by ensuring a positive customer experience. They turned to the vendor Uniqodo and its PromotionX approach to find a solution.

Uniqodo's initial solution used unique codes distributed via email and account areas to gate access, but this was quickly compromised. The vendor then rapidly developed and implemented a more robust API integration within 24 hours, creating a new buy funnel with traffic management. This solution successfully handled the extreme demand for the final PlayStation 5 promotion, allowing BT to sell over 1,000 units and become one of the few UK retailers whose site remained functional. The campaign was a triumph, receiving glowing feedback from customers and Sony, and solidifying BT's entry into the gaming market.

BT

Duncan Rutherford

Head of eCommerce