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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in