The Client:

GAME UK – The UK’s leading games retailer

The Brief:

Game wanted to know more about its customers. It wanted the customer base segmented for better targeted and more commercially effective marketing campaigns.
But more than that, Game wanted longer-term value; to build loyalty by creating relevant communications that spoke to targeted segments.
A move away from a generic comms strategy.

The Challenge:

The current segmentation was lacking some of the behavioural aspects needed to drive potential growth We needed to go back through the data to find out more about customers to who they were, what they were buying, when and why.
Only by knowing this, could we plan communications that were truly in tune with the audience and what they expected to know from Game.

Our Approach:

The customer data analysis enabled us to really get to know the Game customer base, which was segmented into 4 key dimensions:

Influence –  were the customers led by the noise in the market or did they seek out their purchase independently?
Journey – was their purchase history a constant pattern, had it changed or was it made up of a variety of patterns?
Timing – all year round, Christmas, anniversary, on release
Intensity – number of orders, basket size, recency, frequency.

The Output:

The sales focus strategy was replaced with a more future-proof one, which:

• Identified customer segments
• Revealed purchase drivers
• Exposed growth opportunities
• Mapped the pathway to develop loyalty

Business Impact:

Game UK saw an increase in customer interactions – beyond a spike in sales.