Game Retail

The Client:

High street gaming retailer

The Brief:

• Develop a customer-level segmentation of homogeneous groups of customers or prospects based upon their purchase behaviour and interaction with communications and the brand. 
• Customer strategy to grow the value of existing customers by getting them to buy more, more often and retain valuable customers for as long as commercially viable 
• Create customer contact plan to target the best customers and prospects to achieve value and volume objectives

The Challenge:

At the time customer data had been collected via online transactions and the loyalty scheme.
There was some concern internally that the quality and sophistication of the analysis could be improved in order to better inform marketing and business strategy.

Furthermore the existing genre–based segmentation was specific to last purchase rather than reflecting the full consumer history.

Our Approach:

• Identify distinct and actionable customer groups who share common attitudes and behaviour 
• Understand the drivers of attitudes to gaming consumption and engagement 
• Understand how each group discover games and gaming, and how this translates into purchase 
• Ensure consumer insights are infused into every part of the organisation 
• Created a radically different segmentation built on 4 key dimensions: influence, journey, timing and intensity 

The Output:

• Built a new suite of segments to better understand why, how and when the customers purchase 
• Developed predictive models to target growth opportunities to replace the historical sales approach 
• Mapped the pathway for each segment into the communications plan to achieve desired uplift 

Business Impact:

Game Retail saw increased return from customer interactions.