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eMoney News

GAME chief exec underlines importance of loyalty schemes
17 Feb 2011

Loyalty schemes are immensely valuable tools which can cement a customer's relationship with a brand, according to the chief executive of GAME.

Ian Shepherd has underlined the importance of the video games retailer's own loyalty programme, the Reward Card, which allows users to earn and spend points in-store.

He told gaming website mcvuk.com: "The ability to take a customer on a journey from buying a console to buying a game to buying a points card to trading it in is immensely valuable.

"We're now at 16 million Reward Cards and will continue to grow the number of these relationships."

Mr Shepherd added that GAME's subsidiary store, Gamestation, also launched its own loyalty card programme in October.

"We've issued 650,000 cards already and we've just awarded our billionth point. You can see the customer demand," he added.

Communication between a company and its customers is also improved if they are part of a loyalty scheme, he stated, as tailored messages can be sent directly to loyalty cardholders.