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GameStop makes customer loyalty more rewarding


GameStop is making some changes to its PowerUp Rewards loyalty program.

Starting June 6, all U.S. members can choose to save their points and make selections from the PowerUp Rewards catalog or receive $5, $10 or $15 reward certificates that can be used to make purchases in any GameStop store. Members can enroll at any GameStop store and manage their accounts online or within the free GameStop mobile app.

In addition, a newly added dashboard feature is designed to make it easier for members to select their reward preferences. As they reach certain point thresholds, they will see the certificates added to their individual active offers, or they can stockpile their points to shop for items in the rewards catalog.

For all purchases made at GameStop, PowerUp Rewards members receive points that can be redeemed for a variety of rewards, including gaming gear and collectibles available in the rewards catalog and other game-related rewards and experience. The first reward certificates are being issued now via email when a member has a qualifying point balance of at least 5,000 points. Reward certificates will be valid for 30 days.

"Many of our PowerUp Rewards members have asked us to send them their rewards automatically upon hitting a certificate reward threshold," said Frank Hamlin, chief marketing officer at GameStop. "We listened to our customers and are now giving them the option to customize their reward experience, helping our customers track their accounts in real time while keeping more money in their pocket and offering a more personalized experience."

Ease of use is the latest trend in retail loyalty and rewards programs. Chains as diverse as CVS and Kohl’s have been making recent efforts to simplify the process of tracking and redeeming rewards, including by adding seamless digital features. With GameStop’s target user base skewing young and tech-savvy, ensuring that PowerUp Rewards is easily managed across multiple channels is a necessity.

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