How we built an always-on acquisition, rewards and recognition program, driven by our Loyalty 4 tech platform, that became the fastest growing loyalty program in Australia and was deployed in 12 countries.
We created an end-to-end customer loyalty experience with gamification at its heart – a multi-tiered program that leveraged gamers’ natural behaviour to “level up”.
This revolutionary loyalty platform encompassed acquisition, recognition and retention as well as proactive care. It was a benefit-led program that progressively got to know each gamer and deliver a hyper-personalised experience at every touchpoint – delivering tangible rewards and value to customers.
This level of real-time interaction necessitated the integration between ERP, POS, CRM and e-commerce systems, with our Loyalty 4 platform being the central system that all program communications, member data and transactions flowed through.
In addition to providing a new level of customer experience, the platform also provided a single customer view for the EB Games team and delivered intelligent data-driven insights and communications that were used to determine geographical store placement and staff KPIs, as well as providing iterative customer journey improvements.
The program was a hit, smashing the annual acquisition target of 400,000 by signing up 1.2 million new EB World members in the first 12 months.
Due to the unprecedented success of the EB World loyalty program in Australia, we were invited by GameStop, EB Games’ parent company, to respond to an international pitch.
Beating out four global enterprise vendors, we secured the job of creating, localising and rolling out the GameStop International loyalty program in 12 countries across Europe, APAC and North America.
To accomplish this, we partnered on-site and remotely with the GameStop USA and European marketing & IT teams to design, develop, integrate and deploy the cloud-based infrastructure, systems and software, including our Loyalty 4 product that supported the entire international program.
members, growing at 25k
new members a month
of Australian population
of customers highly
satisfied
increase in spend
of store transactions
captures through EB World
open rate for
high engagement comms
members and counting
countries localised and deployed
personalised communications
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