GameStop Gears Up Its Omnicommerce Offerings

Three years ago, GameStop’s online strategy had one vision: drive online sales. Fast-forward three years, mobile phone users account for 60 percent of GameStop’s Web traffic and fuel a boost of 1,000 percent in pickup in-store requests.

What changed? The understanding of customer experience and omnichannel-focused sales strategy.

“We removed all those blinders and said now that we can track how we’re driving influence in stores, we don’t care where the dollars get booked; let’s let the customers shop when, where and how they want,” Jason Allen, VP of GameStop’s multichannel strategy, said in an interview with eMarketer. “We turned our focus to the broader influence that the sales are driving, and in doing so, our eCommerce business grew as well.”

To step up its eCommerce offerings, the consumer electronics retailer, which has over 6,600 stores worldwide, has been focusing on revamping its website to have responsive design that can interact well with other sales platforms like the mobile app.

“It’s important, [but] we really have a multichannel strategy, so we don’t focus on eCommerce sales,” he told eMarketer. “We focus on driving and maximizing sales across all channels.”

Since focusing efforts to drive sales using a multichannel strategy, the company saw double-digit growth, he said.

The increase in online and app usage over the years has been an amalgam of focusing on user experience, understanding consumer needs, and extracting data to provide new services and improve upon existing ones.

“We track our cross-channel attribution, and when we launched the new app, we saw huge improvements not only in direct sales, but in-store influence sales,” he said.

To further boost its omnicommerce offerings and fuel spending among its millennial shopper base, the company began installing in-store beacons, which allow users to stream game content directly to their smartphone.

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