When Hubert Joly became President and CEO of Best Buy in August 2012, he launched a 5-point “Renew Blue” plan that included reinvigorating the customer experience by offering customers unique benefits and exclusive membership programs.
Last September when Best Buy relaunched its loyalty program (formerly known as Reward Zone) as My Best Buy, company officials promised its members “More Rewards, More Exclusives, and More Mobile.”
My Best Buy currently has about 50 million members and the company started the New Year by connecting email and mobile with an interactive Web-based game to spark customer engagement and tout the revitalized loyalty program.
Best Buy sent out an email message thanking its loyalty members for shopping during the holiday season. The email, which included a link to a mobile and desktop interactive sledding game that encourages customers to engage the My Best Buy loyalty program, also alerted members to their My Best Buy point totals and reminded them about the program’s free shipping offer.
“We promised our members richer experiences and ‘more mobile’ when we launched My Best Buy last year,” Best Buy spokesperson Jeremy Baier told Loyalty360. “We want to follow through on that promise and the interactive sledding game was a fun, easy way to engage with our members.”
The interactive sledding game allows members to navigate their way down a virtual mountain on a sled. When consumers click on the link in the email they are directed to the https://my.bestbuy.com/sledding microsite.
The site allows members to either play the game or learn more about the My Best Buy program. During the obstacle course game, members earn points by collecting items and Best Buy logos. At the end, the game can be shared on Twitter, Facebook, and Google+.
Baier said the interactive sledding game was released in early January as part of a New Year’s eCard sent to My Best Buy members.
“The game gives users the ability to select shoes and the hill’s ‘difficulty level’ before sliding down the mountain in a shopping basket while collecting consumer electronics along the way,” Baier explains. “The interactive sledding game is just another way for our members to connect with us. We will continue to offer My Best Buy members new, fun, and exciting ways to engage with us in the future.”
In the short time since the interactive sledding game launched, it has elicited excitement among My Best Buy members.
“We have received great feedback from our members on this mobile game,” Baier said. “We know we are early in our journey to make shopping with Best Buy as rewarding as possible and it was exciting to see the positive feedback from customers using this interactive mobile approach.”
In addition to the gaming experience, Baier said, My Best Buy members can earn points simply by ‘checking-in’ at any of the 1,400 Best Buy stores.
“We will continue to follow through on our promise and make the program as rewarding as possible for our members,” Baier added. “We want our members to feel valued when they are shopping with us. This entertaining program was yet another way we make the customer experience a better one – a personalized one – for those who shop at Best Buy.”