DEG partnered with one of the largest video game and electronics retailers to implement a solution that would efficiently provide personalized marketing at scale.
How do you level up your marketing program while still needing to blast gamers with the latest release information? By ensuring your arsenal is filled with the tools needed to send relevant, targeted messages at the optimal times to score big.
As one of the largest video game and electronics retailers, a company was facing the decline of in-store traffic and ever-changing customer expectations. In order to find relevance in the experience economy, the brand partnered with DEG to implement a solution that would efficiently provide personalized marketing at scale.
As the partners began to collaborate, they found a key insight: Gamers want to know about the latest releases before they happen and that means receiving communications at optimal times during promotional periods, like the holiday season.
To execute large email sends and connect with gamers through relevant messaging, the brand needed a robust technology program and strategy that would provide a singular view of the customer. DEG analyzed how the retailer’s current marketing platform was handling its email deployment workload.
Due to the lack of efficiency in send times and reporting, the agency recommended migrating to Salesforce Marketing Cloud. The enterprise platform would allow for the game retailer to integrate its marketing messaging with data tools to send relevant, personalized communications to its customers.
Next, DEG dove into the brand’s in-store transactional data over the last five years. Through an RFM (recency, frequency, monetary) analysis, the agency provided a strategic framework for future targeted communications based on detailed customer behavior and the lifecycle of a game.