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

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Cool stuff. https://blogs.adobe.com/digita...

Mary

Design thinking: Leading with experience

Read more

Conversation commerce is a double edged sword. Do it right and it can create customer delight. Do it wrong and it can lose customers.

Jinal Shah

Why conversational commerce is going to reshape customer engagement

Read more

I liked how Kmart decided on what to source- by placing a notional or real camera in the place of use, seeing what is touched the most in...

Jinal Shah

Kmart CEO details priorities to turn Target around

Read more

Latest Podcast

More podcasts

Sign in