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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in