GameStop+, GameStop’s European customer loyalty programme, is committed to delivering innovation to consumers “anywhere, anytime and anyway they want it.”
Their innovative efforts earned it the 360 Degree CX Award at the Loyalty360 CX Awards ceremony as part of Loyalty360’s Experience & Engagement Expo held recently in Dallas, TX.
A global multichannel video game, consumer electronics and wireless services retailer with more than 6,600 stores worldwide, GameStop is a family of specialty retail brands that makes the most popular technologies affordable and simple.
The company’s European loyalty programme, Gamestop+, strives to bring a unique experience to customers by offering a balance of experiential benefits as well as tangible product discounts and value.
“Whether a customer engages with us in-store, on the desktop website, mobile site, mobile app, or email we strive to provide customers with a seamless experience,” said Jackie Smith, manager of corporate communications of GameStop, told Loyalty360.
The GameStop+ loyalty programme has provided them with a wealth of data that has enabled them to gain a holistic view of the customer and better understand how they interact with the company - both online and in-store. For example, GameStop can understand the effectiveness of an online marketing campaign by measuring both onsite transactions and in-store sales.
Customer Experience, Loyalty, Through Multi-Channeling
GameStop works hard to streamline the customer experience through innovative multi-channeling. For example, their website and mobile site both show product recommendations to customers based on online browsing and shopping behavior as well as shopping behavior in-store.
GameStop’s Online to In-Store Attribution model has been extremely effective to help the company better understand the influence their online properties including its website and mobile site.
The model, based on the customer loyalty data from the rewards programme, helps them identified a customer on the site as a reward member. From there, the company can to tie their in-store transactions back to the site. GameStop can also segment the data by acquisition channel to gauge the effectiveness of paid search, SEO, affiliate, and display advertising. This level of insight has begun to widen the lens for how GameStop measures the success of our online marketing campaigns.
To ensure superior customer service, Gamestop+ utilizes key data points to continually iterate on their program segmentation and personalization, to identify and refine members’ interests and next best product candidates. These data points are leveraged to dynamically provide timely, relevant and meaningful information, product promotions and offers to members at key stages in their long and short-term customer life cycles.
Utilizing key loyalty data points and other derived information in the fast and highly effective manner allowed by new technology and automation allows the business to identify opportunities and risks before they reach a critical mass, allowing the business to better manage resourcing around the management of these events, and to do so proactively instead of re-actively.