![]() To go that big, we knew we’d want a free version, but we also knew a premium option with more benefits would have good reception too. Our marketing goal was to start collecting data on our customers that we could use to create personal and relevant communications, so we knew we wanted to get as many folks into our program as possible. When I started working on program concepts, I knew that we’d need to incorporate the pre-owned GWP into the final design since pre-owned product was the biggest source of margin. Pre-loyalty program, GameStop had a pre-owned game discount card that was offered which also included a subscription to Game Informer magazine, so essentially a GWP (Gift With Purchase). But with the video game space becoming more fragmented, the senior team felt that the time for a loyalty program had arrived. Many executives felt it wasn’t needed up to that point because the company had grown very successfully through acquisition and through sheer volume of sales. McMillen: GameStop started working on creating a loyalty program in early 2009. Here is our intriguing Q&A with McMillen:Ĭan you talk about the thought process behind GameStop launching its PowerUp Rewards loyalty program, when it launched, and including a premium loyalty aspect in it? We caught up with McMillen, who has since started her own company called Incendio, and talked to her about the creation of PowerUp Rewards, which currently has more than 50 million global members. The PowerUp Rewards program is a critical piece of GameStop’s overall customer-centric focus and helps create an “instant culture” for the company’s best and most loyal customers. With this goal in mind, GameStop officials hired Jenn McMillen, who not only became Division Vice President Loyalty and Customer Relationship Management, but also the Architect of the PowerUp Rewards premium loyalty program. ![]() In 2009 officials at GameStop, the world’s largest specialty retailer of primarily new and used video games, realized they needed to improve their use of customer data and decided to build a best-in-class loyalty program.
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