How Game empowers CRM with personalised communications

Keen readers of this blog may have seen our recent interview with Game’s insight and reward director Fred Prego on the company’s multichannel strategy.

And earlier today at our JUMP event Prego expanded on Game’s CRM strategy, including case studies on how his team uses personalised messages to drive sales.

Prego began with some quick stats to dispel the myth that the company is bankrupt, stating that the business has 320 stores and 30% market share.

Furthermore it attracted 20m customers online and in-store in the past 12 months and has had 750,000 app downloads.

However following its brief stint in administration last year, Game has re-emerged with a new focus on its customers and now aims to build the UK’s most valuable community of gamers.

Why omnichannel retailing is essential to Game’s future growth

The Game Group was one of several high profile retailers that ran into financial difficulties in the past few years, eventually entering administration back in March 2012.

However under new ownership as Game Retail Ltd and with a renewed focus on omnichannel retailing the company expected to make £20m profit in the year ending July 31 2013.

To find out more about the business’ omnichannel strategy and plans for future growth I spoke to insight and reward director Fred Prego, who will also be speaking at Econsultancy’s JUMP event on October 9.

JUMP is all about creating seamless multichannel customer experiences. Now in its fourth year, the event will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.

Game embraces digital with new Rewards mobile app

Game Retail Ltd has continued its shift towards a digital-focused business model with the launch of a new mobile loyalty app.

The Game Rewards app, available on iPhone and Android, replaces the retailer’s existing loyalty scheme and allows customers to collect reward points using QR codes on their smartphone.

Game went into administration in March after seeing its sales plummet due to competition from online-only retailers, and has since been bought out by Game Retail Ltd.

The announcement came just days after Game signalled that it would be moving to focus on digital revenues by allowing customers to begin streaming demos online.

Game Group heads for administration

Beleaguered games retailer Game Group has said it intends to file for administration just weeks after it indicated that it planned to modify its business model with a shift towards digital downloads.

A statement released this morning said that talks with stakeholders had not made enough progress, and it was now “of the opinion that there is no equity value left in the group”.

Game Group shares have now been suspended by the London Stock Exchange.

Game to begin streaming video game demos

Video game retailer The Game Group has announced that it will begin streaming demos from its website from this spring.

The move towards bolstering its digital offering will be welcome news to investors who took a 5% hit yesterday when it was announced that the retailer would not be stocking the forthcoming Mass Effect 3 game following a dispute with publisher Electronic Arts.