GAME Retail partners with SMG to amplify customer listening and field engagement

Feb 11, 2019 by Paul Arnhold

ST. ALBANS, England – GAME Retail, the United Kingdom’s leading gaming retailer, has partnered with customer experience (CX) measurement leader Service Management Group (SMG) to drive field engagement and customer loyalty. GAME is using the SMG customer feedback management platform to collect, analyse and share customer feedback data while working side-by-side with SMG’s client insights team to uncover key customer loyalty drivers.

Founded in 1992, GAME is an established specialty retailer that offers video games, consoles and accessories at more than 300 retail locations across the United Kingdom. Known for midnight product launches, overnight gaming lock-ins and live events, GAME is both a platform and contributor to the gaming community.

“With technology that allows us to capture location-level feedback and an experienced research team that delivers actionable insights, SMG is the ideal CX partner for our organisation,” said Dave Howard, GAME Retail UK Managing Director. “The insights from this programme will not only improve our retail operations, they’ll help us more effectively train our employees to deliver a better customer experience.”

With aspirations to empower its colleagues and deliver better in-store shopping experiences, GAME chose SMG VisitView to measure the location-level customer experience. With VisitView, the retailer is capturing store-level feedback and providing its colleagues with a holistic view of feedback data, real-time reporting and actionable takeaways through the smg360 platform.

“With the constant challenges on the high street, it’s great to see GAME reaffirm their intentions to tangibly improve the in-store experience,” said Jeremy Michael, SMG Managing Director – EMEA. “The focus on creating an inspiring customer journey will, without a doubt, lead to greater consumer loyalty and long-term sales.”

About Game

GAME Retail is the UK's leading videogames retailer. GAME is committed to delivering for the gaming communities of the UK; online, in-store, on mobile and through its app. With a market-leading Reward proposition, incredible exclusive content and great deals, GAME is the number one destination for all gaming needs. For more information, please visit


About Service Management Group

SMG (Service Management Group) partners with more than 500 brands around the globe to create better customer and employee experiences, which drive loyalty and performance. SMG uniquely combines technology and insights to help clients listen better, act faster, and outperform the competition. Strategic solutions include omniCXTM, Brand Research, and Employee Engagement. SMG evaluates 250 million surveys annually, across 130 countries. To learn more about SMG, visit or call 1-800-764-0439.