IBM provides analytics tools as GAME makes transition to online sales

Automation and analytics software will boost customer engagement

UK-based PC and video game GAME will use IBM's cloud-based marketing automation tools to support the company's transition to focusing on online sales.

Having previously had a strong high street presence, retailer GAME Group went into administration in 2012 leading to the closure of many of its bricks and mortar stores. The company subsequently relaunched with a stronger focus on online and mobile game sales - a market said to be worth up US$83 billion (AUD$90bn) by 2016 - with GAME leveraging its existing database of 12 million reward card holders.

In order to boost online sales and meet the demands of online shoppers, GAME has sought to increase customer loyalty by creating a more personalised sales strategy. This will improve customer engagement with a view to keeping visitors on the site for longer, and enabling up-selling of products.

"We identified the need to deepen our customer engagement and put a clear focus on the UK gaming community as key to our new strategy," said Andy Grainger, chief technology officer at GAME. "Our aim is to be the first choice for gaming, enabling customers to research, play, buy, and download the latest gaming content both online and in-store."

GAME chose to implement a variety of software as a service (Saas) marketing software tools available as part of IBM's Smarter Commerce initiative, aimed at providing greater automation for C-level marketing executives. The automation and analytics tools include IBM Digital Analytics, IBM Product Recommendations and IBM Marketing Center, and are delivered through IBM's SmartCloud.

Why predictive analytics matters
How predictive analytics is tackling custoemr attrition at American Express
Why customer data analytics is in vogue at Specialty Fashion Group
US zoo taps into big data analytics to drive ticket and visitor sales

Andrew Jackson-Proes, enterprise marketing management (EMM) leader for UK & Ireland, IBM, added that the analytics tools will help GAME meet the requirement of online customers.

"Customers are ever more demanding in the ways they interact with and expect to be served by retailers," Jackson-Proes said. "Data on how consumers interact with the site will help GAME reduce bounce rates and uncompleted orders, and personalise the customer's visit based on their online activity and previous purchases."

IBM has made a string of acquisitions in recent years to build out its SmarterCommerce platform, spending US$1.4 billion on software vendor Sterling Commerce, as well as buying cloud analytics marketing firm Coremetrics and marketing automation software supplier Unica.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in