GRAND RAPIDS, Mich. — Meijer here said ecommerce sales on back-to-school items are equivalent to sales during the holidays, though the company did not release specific sales numbers, according to reports published by Internet Retailer.

Meijer said it attributed the increases to an interactive game on its website, called Back-to-School Scramble, which it credits with helping to boost the conversion rate on related items 18% while also improving brand perceptions.

“There has been a great increase in brand exposure since the launch of the game [in mid-June],” said Catherine Antkoviak, Meijer project manager. “Our website has remained stable, with an average of five minutes per visitor, and we've added an additional 6.3-minute average exposure time in which customers are interacting with our products in the game.”

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