Member Article

GAME supports its digital transformation roadmap with programmatic campaign

Retail ecommerce experts, Summit, has supported GAME, the UK’s leading gaming retailer, with its digital transformation strategy with a programmatic video and display campaign.

With digital sales up 16.8% this year, GAME recently embarked on transformational strategy as it looks to transition from a leading retailer of boxed products to the foremost provider of physical and digital gaming products, services and experiences. The digital transformation plan seeks to improve customer focus and deliver an even more compelling and consistently improving proposition.

Supporting its transformation roadmap, Summit, who already worked with GAME on its SEO, PPC and PLA campaigns, were best placed to deliver a fully integrated audience-first campaign to cover all consumer touchpoints with the retailer. Summit were selected to deliver an omnichannel programmatic video and display campaign, as the retailer looked to capitalise on the peak trading period, from Black Friday and into the January sales.

As well as leveraging increased customer insight, Summit was selected as part of a competitive pitch process against some of the largest network agencies based on its unique data driven approach, and proven record of delivering targeted results and campaign efficiencies. This was driven out of Summit’s approach to transparency built in to its programmatic advertising model.

In a move to better understand its customers and gain valuable, trackable insights into its target audiences online, Summit delivered the campaign across paid social, programmatic video and display, video on demand, digital radio and digital out of home. Summit devised and executed GAME’s digital out of home campaigns, which have run in the UK’s largest shopping centres and the main transport hubs in London. This was conducted across a variety of real time exchanges, as well as working with specialist publishers to secure premium audiences.

Siobhan King, Head of Customer at GAME, said: “In line with our digital transformation roadmap, we sought to focus in on data-driven campaigns that would deliver both in terms of effectiveness and ROI, but also would leverage customer insights. In the highly competitive retail gaming landscape, where consumers increasingly expect seamless experiences as they move between sales channels, the customer insights we gain from these campaigns will be integral in honing our customer proposition and delivering enhanced customer experience across each touchpoint.”

Dave Trolle, Head of Online Marketing at Summit, said: “Concerns around transparency and brand safety when it comes to programmatic are perpetual issues that traditional digital agencies and media buyers repeatedly struggle to fully answer or provide a solution to. Indeed, recent research amongst in-house marketers found that two thirds of agencies don’t report financial data nor do they effectively measure programmatic results. Our hybrid model, which combines agency- and consultancy-led services, looks to address that, offering brands and retailers full visibility on results, full control over their media budget and, most importantly, tangible ROI and campaign effectiveness.”

This was posted in Bdaily's Members' News section by Tim Barton .