2011 COLLOQUY Loyalty Awards
Award: Loyalty Innovation in Retail (North America)
Initiative: GameStop PowerUp Rewards
When GameStop found themselves up against the big box retailers, it was game on. GameStop was looking to retain its core gamer audience and increase share of its broader, more casual shoppers. But protecting and growing share of wallet against the giant retailers was going to be a challenge.
Leveraging the unique relationships GameStop had with its publishers, they designed and deployed a program called PowerUp Rewards. With a playful mix of points, discounts, rewards merchandise and sweepstakes that could not be duplicated elsewhere, GameStop created a totally unique experience for their best core customers. And since their core audience is notoriously active online, they were quick to spread the word about PowerUp on the boards.
Results: More than 350,000 customers enrolled in the 100-day pilot phase spurring an earlier than planned national rollout. In less than 1 year, PowerUp Rewards had scored over 10 million members. What's more, the majority of members activated their memberships online, completing extensive profile information to enable even more targeted messaging and communications moving forward.
See GameStop's award entry.
See COLLOQUY's September 2011 issue for more on 2011 COLLOQUY Loyalty Award winners and finalists.