GameStop Implements Beacon-Based Solution, Boosts In-Store Personalized Offers
By Megan Zielinski, contributing writer
GameStop, worldwide leader in sales of video games and consumer electronics, announced its GameStop Technology Institute is partnering with three major innovative technology providers including Shelfbucks, BestFit Mobile, and Dynamic Signal, creating updated solutions to enhance the in-store and online experience for customers.
The GameStop Technology Institute, developed by GameStop, consists of technology experts and engineers, collaborating with partnering organizations to build platforms based on new and evolving technology capabilities."The development and deployment of traffic driving technology is a critical component of GTI’s focus on innovation and interaction at the store level.”
GameStop’s partnership with Shelfbuck’s iBeacon Platform and BestFit Mobile ProxDK is enabling customers to receive personalized offers through their smartphone as they approach the section of the store that shelves the games of their interest—each beacon sends out specific discounts and promos to their phone according to what types of games and electronics the customer is browsing for—eliminating any deterring offers from outside categories—with this provided technology, GameStop is “putting the customer in control of the shopping experience.” Shelfbucks’ iBeacon Platform is supplying GameStop stores with unique beacons, as well as the platform integrated with GameStop promotions, while BestFit Mobile ProxDK solutions provides technologies linking customers to beacons. “Through our partnership with Shelfbucks and our initial deployment of their iBeacon Platform, there are numerous ways to leverage the emerging technology to deliver a next-generation shopping experience,” said Charlie Larkin, senior director, technology innovation at GameStop. With this kind of technology and data, GameStop will have the ability to save on costs and adjust inventory as a result of recognizing what customers are looking for.
Roll-out of iBeacon platforms will first be tested in 36 stores in Austin and College Station, Texas locations. Positive results from customer experience and company success will further expand the platforms to an additional 60 stores by the end of this year.
GameStop is continuing its focus on personalizing the customer experience and driving growth—GTI’s partnership with Dynamic Signal, a cloud-based solutions designer, is empowering GameStop employees to be brand advocates, posting engaging content that customers and followers will enjoy—increasing strength of the brand and influencing word-of-mouth marketing. “The development and deployment of traffic driving technology is a critical component of GTI’s focus on innovation and interaction at the store level,” said Jeff Donaldson, senior vice president of GameStop Technology Institute.