Observation: GameStop evolves WITH its core customer, integrating gaming and loyalty mechanics.
Loyalty360: GameStop Positively Evolves Brand Loyalty, 2016-Nov-30 by Jim Tierney
...[CEO] Raines said the foundation for all the [GameStop] company’s businesses is its PowerUp Rewards program.
“At roughly 50 million members worldwide, the CRM program brings us many advantages,” he said. “First, it brings us deep consumer insights as we execute weekly and monthly consumer survey panel to understand their behavior in gaming, collectibles, mobile, and other products. As an example, we discovered through our PowerUp Rewards catalog that our gaming consumers really like the ThinkGeek items for the use of their points, which led us, ultimately, to the acquisition of that innovative website called ThinkGeek.com.”
Another advantage, he added, is that company officials can pinpoint specific collectible items consumers want. “PowerUp also allows us to have tailored communication directly with members via email or their PowerUp phone app,” Raines added.
Doug Sutherland, loyalty specialist, Dynamics, told Loyalty360 that he is very impressed by GameStop’s ability to layer loyalty over its superior brand experience.
“GameStop continues to lead its industry and the brand continues to evolve positively, appealing to a demographic that ages with the company,” Sutherland explained. “Many of today’s more successful loyalty mechanics have evolved from the original game mechanics, including achievements, tiers, points, and community. It makes perfect sense then that by combining the ideals of loyalty with its knowledge of game mechanics, the PowerUp Rewards program has grown to 50 million members, with both a basic program and a pro membership (where a nominal $15 annual cost more than doubles a member’s reward potential).”