GAME’s two-pronged plan

Video games retailer GAME has a two-pronged plan to help grow its business, CEO Ian Shepherd told MCV.

The first is the slow morphing of the business into a ‘multi-channel’ one with a much stronger online business that accounts for more than just a tiny two per cent of its business. GAME has already invested in the likes of mobile apps, PC downloads, and social networks. More will follow.

Second is better relations with its 15m Reward Card owners: Take a step back from our industry and you see that’s a database the same size as the Tesco Clubcard and Boots Advantage. The challenge for us now is how to build that customer base for more granular marketing, more one-to-one marketing.”

Underneath all of that, GAME has made investment in rebuilding the technologies supporting both the Reward Card and its sales systems for both physical stores and its website.

Said Shepherd: When you put that all together we are well prepared with a lot more capability going into 2011 – that will help us unlock a lot of the underappreciated aspects of the business.”