Are You Game? puts the shopper pieces together with personalized marketing
Stephanie Crets|
Are You Game?, a retailer of board games, puzzles and other activities, is ramping up for its first-ever holiday season as an online retailer.
AYG has been around for about 22 years as a drop-shipper for big-box stores like Walmart Inc. and Kohl’s Corp. (No. 2 and No. 18 in the 2021 Digital Commerce 360 Top 1000, respectively). That means AYG purchases products from a supplier, such as a manufacturer or a wholesaler, and warehouses those products. When a shopper makes a purchase of its products on Walmart.com or Kohls.com, AYG then ships the product directly to the consumer.
This year, however, AYG launched its direct-to-consumer site AreYouGame.com on Shopify and private-label Are You Game brand in July 2021. Its drop-shipping sales soared in 2020, and AYG continues to grow this year, says Ann Herrick, senior digital marketing director, without revealing specifics.
“Families were at home, looking for fun ways to spend time together and to escape the world for a bit,” Herrick says. “And then we have continued to see increased sales as we head into the second half of this year with direct-to-consumer.”
Now, AYG’s focus is gathering consumer data and building a customer database to personalize the shopping experience for its customers better, she says. “We’re focused on getting the consumer data and tailoring that to our marketing and site,” she says.
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