Game enhances UGC strategy to boost sales

by Hayley Pinkerfield, Revolution UK 02-Apr-08, 09:00

LONDON - Game has bolstered its user-generated content strategy to improve online conversion rates.

The high-street computer game retailer has implemented technology to measure user behaviour on its website.

The information will drive real-time recommendations and user-generated reviews from the community to individual users, offering up relevant products as they browse the site.

"Driving an effective, exciting and engaging online presence is crucial for Game's future strategy, and building a strong online community for our visitors forms a central element," said Alex Croft, managing director of Game Group Online Business.

"By improving the relevance of our customers' searches, we're providing an appealing shopping experience, that will in turn enable Game to hit performance targets in terms of increased basket sizes and repeat purchases."

The technology has been provided by e-commerce specialist Avail Intelligence, whose key customer base is in Scandinavia. In the UK, Woolworths, Berry Brothers and DVD.co.uk are currently using Avail Intelligence technology.