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Loyalty scheme highlighted as important for Game's survival
12 Oct 2011

The loyalty scheme used by computer software retailer Game has been highlighted as a key part of its survival by the company's chief executive.

Ian Shepherd told MCV that there is no escaping from the impact of a soft market, resulting in the store having lost sales in the most recent financial period.

However, he explained that Game is doing much better than many of its competitors thanks to the other ways it offers value to its customers, such as reward points and exclusive versions of new titles.

Mr Shepherd added that by drawing shoppers in with the loyalty scheme and good products, it will then be easier to retain custom by providing great service and a multi-channel offering for further purchases.

Earlier this month, Game's high street neighbour Holland & Barrett announced its own new loyalty scheme, which Marketing Week states will provide a number of benefits such as money-off coupons and special offers.