When it comes to loyalty, GameStop’s mission has always been to level up.
That’s why this week GameStop announced upgrades to its PowerUp Rewards program.
It will provide its Pro-level members stronger benefits and more flexibility toward new and pre-owned video games, accessories, and collectibles.
Here are three reasons why we think GameStop’s enhanced premium loyalty program will be a winner:
1. GameStop Keeps Enhancing PowerUp Rewards Over Time
It’s critical to always optimize your premium loyalty program to keep it fresh, attractive, and compelling.
Since its inception a decade ago, PowerUp Rewards has seen great success.
But, having a successful and impactful program doesn’t mean you can stop worrying about making any improvements.
GameStop officials focus on giving their customers what they want, and, in this case, they wanted more instant benefits with more choices and flexibility.
They realize that their premium loyalty program isn’t a “one size fits all” and making enhancements will make it more appealing to more members.
“As part of an extensive test on identifying how we could enhance our PowerUp Rewards loyalty program, we recognized there are customers of all types that want to be rewarded in a variety of ways across a mix of gaming and collectible products that we offer,” Frank Hamlin, Chief Customer Officer for GameStop, said in a release. “Based on customer feedback, our PowerUp Rewards Pro-level membership has evolved to provide our most loyal customers the opportunity to choose how they want to be rewarded.”
During the test period, GameStop officials saw a double-digit lift in Pro membership sign-ups and an overall positive sentiment across its customer base. The research also showed that customers are looking for more value and benefits while making their shopping experience easier and more personal.
Here are the key changes for PowerUp Rewards Pro members:
- An instant $5 rewards certificate welcome gift
- A $5 monthly coupon – $60 annually (must be redeemed monthly)
- Choice of two Pro membership levels: $19.99 with physical copy of Game Informer magazine, or $14.99 for digital copy
- Exclusive offers and savings during GameStop’s PRO DAY sales
- Auto-renewal option to ensure customers’ benefits never lapse
2. GameStop is Adding a Charitable Component
According to the program enhancements, PowerUp Rewards Pro members can join GameStop Gives in supporting charitable organizations.
In the PowerUp Rewards Center, members can choose to Game for Good by donating points to Make-A-Wish and Extra Life.
GameStop Gives, the retailer’s social responsibility arm, unites with its associates and guests in supporting charity by giving more than $20 million since 2015.
Philanthropy is gaining prominence within successful loyalty programs. Consider that 37% of consumers show loyalty to brands that actively support charities and other shared causes.
For example, DSW VIP members can donate shoes and rewards to those in need through Soles4Souls and Be Strong.
Target Circle members can cast votes to help direct Target’s giving to approximately 800 nonprofit organizations in their local communities.
Emotional connections are critical to earning and retaining customer loyalty.
When a consumer identifies with a brand because of a social message around a charitable cause, it creates a deep and enduring bond.
Consumers will engage more with a brand because of emotional connections triggered by a philanthropic component within a loyalty program.
3. GameStop Builds Community
Building communities of loyal customers is a key ingredient for success.
GameStop has done this over the years and looks to expand its community more with its enhanced loyalty program.
GameStop schedules PRO Days at various times of year to celebrate its Pro members with exclusive savings on games, consoles, accessories, and collectibles.
They serve as another great way of engaging this already highly loyal community.
Being a Pro member also creates a feeling of exclusivity.
That sense of community and exclusivity connects consumers to brands and helps form deep emotional bonds.
What Will the Next Level of PowerUp Rewards Bring?
GameStop is doing loyalty right by listening to its best customers.
By continuing to add to the program over time and giving members choices, GameStop’s community of gamers is growing.
The loyalty program is so valuable, members are willing to sign up and pay for membership. Now that’s powering up.
How do you think these changes will impact the future PowerUp rewards?