Gamestop Uses Data to Create a Personal Experience for Loyal Members

by , Dec 12, 2013, 1:20 PM
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For Gamestop email subscribers, the more a customer buys and the more information they share about themselves, the more emails they will receive. The company looks at member data, which is combined with transaction data, which is then combined with web analytics and device type. 

The company sends highly targeted emails based on purchases. For instance, if a consumer is a PlayStation buyer, they will place relevant content based on this knowledge and not show games that don't apply. If they have preordered a game in advance, they may get an upsell in a subsequent email.

Gamestop's marketing director Brad Nash shared his email strategies at the Email Insider Summit Today. One thing he recommended is using behavioral data not only to inform site browsing, but to supplement it into email. GameStop uses web data and pulls it into a targeted triggered email.

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