Gaming needs to focus on customer loyalty – Humby

Gaming needs to focus on customer loyalty – Humby

Monday, September 22, 2014 Totally Gaming

Clive Humby, a pioneer in the field of customer retention, has spoken of the gaming industry’s need to understand consumer behaviour and learn lessons from the supermarket sector.

The co-founder of dunnhumby - who was the chief architect of the Tesco Clubcard and segmentation programme, a hugely successful scheme at the supermarket giant - will speak at EiG (Excellence in iGaming) 2014 next month in Berlin, Germany.

At EiG 2014, which will run from October 21-23 at Arena Berlin, he will lead an ‘Outside-In’ bloc session that will result in important lessons for the gaming industry about customer loyalty.

“There is a need to recognise that it about building a strategy with multiple facets to nudge each type of customer to one more visit, and higher spend,” Humby told TotallyGaming.com.

“Understanding behaviour can shape the strategy of a business and set the agenda for the business to develop in many ways. I am also looking forward to speaking about how to explore possible commercial models for the data.”

According to Humby, there are numerous parallels between the supermarket and gaming sectors.

“Customers visit reasonably often and spend is highly driven by behaviours and the motivations of customers, creating a rich understanding of customer motivations,” he added.

“I am very excited to be able to engage with the gaming community on some of the challenges and lessons that come from adjacent industries.

“Gaming is becoming a key area for many consumers and EiG is a great opportunity to share new ideas and learn.”

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