EB-Games: Building customer loyalty with Uber Direct

EB Games Australia has the privilege of serving passionate customers – people who love their games and all the merchandise associated with them. While enthusiastic customers tend to be good for sales, meeting their needs and winning their loyalty is a constant challenge and top priority for the EB Games team.

With more than 380 shops throughout the country, the company has a presence in every major metropolitan area, as well as shops in smaller, more remote communities. EB Games has also worked for well over a decade to serve online customers throughout Australia, and the online channel has grown as a result.

According to an interview with EB Games in February of 2023, while in-store continues to be the primary way customers shop at EB Games, a notable share of customers prefer ordering their items online at least some of the time (and some of them all the time). Of those online orders, 25% are for on-demand delivery. And those on-demand delivery orders are two times larger than the average basket size of other online orders. So it's important to get this customer service angle right. One way EB Games does it: delivery with Uber Direct.

To meet the needs of online customers – and increase sales in the process – the EB Games team has worked to provide an exceptional end-to-end ordering and delivery experience.

That includes ensuring that a wide selection of inventory is available to order online. And it means looking for ways to get e-commerce customers their products quickly at the same great pricing as in EB Games shops. In some areas of Australia, that's especially challenging given the large expanses of the country with low density and limited shipping options. To offer fast, affordable shipping choices to all customers – not just those in cities – EB Games had to get creative.

With an eye towards building customer loyalty with exceptional online shopping experiences, EB Games employs two complementary solutions to help give customers better delivery options for their orders. First, they use their shop locations as fulfilment hubs for online orders. With a wide selection of items on hand in each shop, EB Games can ship orders to local customers faster and more affordably than from a warehouse that could be on the other side of the country.

Second, they chose Uber Direct as their sole partner for on-demand delivery, helping to ensure online customers receive a seamless, satisfying end-to-end customer experience that includes real-time order tracking and deliveries in under two hours.

Not only are a notable portion of EB Games' customers happy to pay extra for faster shipping, but those customers also tend to spend more with EB Games. The average basket size for on-demand orders is double the size of other online orders. With on-demand delivery, customers get the products they want faster, while EB Games gets a boost in sales.