UK gaming retailer selects IBM to improve customer engagement and boost growth of online share to 30% in channel
High Street gaming retailer, GAME UK
, has announced that it will use IBM’s cloud-based software to optimise its online marketing efforts and provide personalised product recommendations based on each customer's shopping interests and online behaviour.
GAME’s drive to upsell and increase loyalty within its customer base is powered by technology from IBM’s Smarter Commerce initiative
. This latest purchase of marketing automation software extends GAME’s existing Smarter Commerce investments and is being delivered via IBM's SmartCloud.
Digital multichannel strategy
“We are looking for our developmental work on our new digital engagement platform to grow our online share to 30% in channel by the end of the year,” said Andy Grainger, chief technology officer at GAME UK.
The GAME website receives around 800,000 visitors per week, a fifth of whom are visiting via a smartphone, tablet or other mobile device. The retailer wanted to be able to analyse online visitors and customers in real-time and act on the information provided by a customer’s interaction with the website. This will allow GAME to personalise its messages, re-target its visitors and recommend offers and promotions relevant to the individual’s online experience.
Following the formation of the new company in April 2012 (after GAME Group PLC went into administration closing half its stores), GAME Retail Ltd emerged with a requirement to capture increased market share and drive online business from its existing database of 12 million loyalty reward card holders.
Deepening customer engagement
“We identified the need to deepen our customer engagement and put a clear focus on the UK gaming community as key to our new strategy,” said Grainger. “Our aim is to be the first choice for gaming, enabling customers to research, play, buy, and download the latest gaming content both online and instore.”
GAME is using IBM Digital Analytics, IBM Product Recommendations and IBM Marketing Centre to deepen customer insight, personalisation and engagement.
The retailer also recently revealed how it had been working with its e-commerce suppliers to develop a number of online developments in preparation for what is anticipated to be its biggest trading year ever