Jason Allen, VP-Multi-Channel at video game retailer GameStop, describes the role data has played in the company. After implementing a loyalty program in 2010 — now 25 million consumers strong — GameStop realized that even if customers weren’t buying on the company website, they were researching products and then buying in-store within 72 hours. It transformed how GameStop uses its website. View the interview with Allen to find out more.
This article originally appeared on Digital Marketing Remix.
