Entertainment retailer Game is on a drive to get more from its loyalty card after it signed up an extra 1 million members over the last year.
The number of transactions where a loyalty card was presented grew from 42% of the total to 53% over the last year, and chief marketing officer David Hughes says insight has become a core part of the retailer’s strategy. The scheme now has 18 million members, half of them in the UK.
He says: “As customers change and evolve, the loyalty scheme and the insight we can get from it become more crucial. It’s not the only way we have of checking the market but it’s a pretty key way of checking it. It’s fundamental to what we do and it’s a big revenue driver as well.”
In the run up to Christmas Game, which works with customer insight consultancy 5one, hopes to trial giving customers offers for products at the till, based on what they’re buying - so a shopper with an Xbox games console will be given a voucher for an Xbox game. Eventually the aim will be to link up the point of sale system with customer insight systems, meaning the offers made at the till can be based on the customer’s purchase history and segmentation – even down to what they browse for online.
Hughes says: “In a year’s time it would be nice to be able to say to a shopper, we’ve seen you browsing for a game on the web, here’s a voucher for it.”
Game’s drive to increase customer loyalty is indicative of its increasing importance to retailers as consumer habits evolve. Not only this, but Game is having some interesting ideas – it knows its customers inside out, and it will be interesting to see what it does with this knowledge in the coming months.
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