Game takes loyalty card to Sweden

Entertainment group Game has rolled out its Reward Card loyalty programme to Sweden after the number of members in the UK, Ireland and France rose above 5 million.

The retailer has 35 Swedish shops and has invested in upgrading tills and in-store software to deal with the scheme. Game will also back up the launch with point of sale material in all stores.

Game managing director for continental Europe Marc Spence said: 'The use of the programme across all countries enables us to be much more strategic and targeted in our marketing strategy and customer offering, providing a better service to customers.'

In the UK and Ireland, loyalty card holders are mailed redeemable vouchers, but in France and Sweden points are instantly redeemable. Game is considering adopting the approach used in France and Sweden in the UK.