Many UK high street retailers are struggling in tough economic conditions, with low consumer confidence and a more complex multi-channel environment creating significant challenges. Recent high profile casualties reflect just how difficult it is.
However, the high street still has an important role to play in providing a service for the millions of customers who don’t, or can’t, do all their shopping online. And looking harder you’ll see little (purple) shoots of success.
For what characterises revitalisation better than not only a successful recovery from administration, but an innovative, customer-centric business strategy which is delivering outstanding results.
Objective:
Following Game Group PLC going into administration in April 2012, the newly formed Game Retail Ltd needed to revitalise the GAME brand, re-establish industry relationships and make good on its promise of delivering for gamers.
Extensive research with store teams, customers and suppliers highlighted the scale of the challenge the new management faced in:
- reinvigorating the brand
- communicating that GAME was out of administration
- trading as normal to draw back customers
It also established that whilst GAME and gamestation were two great brands, neither, on their own, delivered everything the UK gaming community needed.
Building on the breadth and accessibility of GAME and the knowledge and community of gamestation, Game Retail Ltd united both brands as GAME. With the new brand came a vision to create the UK’s most valuable gaming community, delivering excellence to gamers around the UK.
Key Results
- 122 gamestation stores rebranded as GAME
- Refurbished stores outperforming by 14%
- Increase in brand tracker metrics around new technology/trade in/availability
- Established digital market share at 47.5%
- Return to 32% market share with half the number of stores (vs 33.5% pre admin)
- 920,000 new customers signed up to reward schemeing brand confidence and laying the foundations for the airline to fly forward through successive campaigns and once again reclaim a leadership position in the market.
To book your table or to find out how to enter the next Awards for Excellence visit our Awards site.
Login to download the full case study below:
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.