WHEN A 22-YEAR-OLD GAMER enters GameStop, he beelines for the nearest associate, knowing exactly
what he plans to purchase already. The customer
has already logged on to the GameStop website
to research his next game conquest, Dark Souls,
watching the video and reading fellow gamer reviews. Perhaps he placed a hold on the game at
the nearest store using the “PickUp@Store” feature, and checked the hours to ensure the store
would be open early in the morning.
He carries with him the copy of Call of Duty:
Ghosts, a game he’s already played to death.
He knows he’ll get $30.80 in trade-in value as a
PowerUp Rewards member, because GameStop
sent him an email earlier in the week, reminding
him that he purchased it last fall and what its
current worth was. A peek at his rewards balance via the iPhone app in the parking lot lets
him know this trade will pay for more than half
of the new game.
The GameStop store associate recognizes the
22-year-old repeat customer, who falls into the
store’s core demographic—an 18-to- 34 year
old male who plays a variety of games and for
hours at a time. The associate recommends that
he consider the $34 strategy guide for the game.
There’s an extra discount for loyalty members
today, and the two purchases will increase his
rewards points to a level that nearly makes the
next game he’ll seek out free. In fact, bring in a
couple of your old Wii controllers to trade and
the game will be free, the associate explains.
The customer walks away satisfied that he’ll
be able to play the game tonight; he’ll have the
expertise to solve it; and he saved a few bucks.
The points he accumulated ensure he’ll return to
GameStop for the next purchase.
It’s a scenario that Jason Allen, Vice President
of multichannel strategy at GameStop, endeavors to achieve as the $9-billion retailer works to
cater to its customers in an omnichannel world.
“Customers have more choices on where,
when, [and] how to engage and transact with
brands than ever before, between online and
physical stores, mobile devices,” Allen says.
“For GameStop, omnichannel strategy is about
maximizing engagement, loyalty, and revenue
BONUS LEVELS: HOW GAMESTOP BUILDS
BRAND LOYALTY WITH AN OMNICHANNEL
MENTALITY BY ROSE GORDON SALA