News Feature | April 3, 2014

GameStop In Partnership With Researchers And IBM To Improve Customer Services

By Megan Zielinski, contributing writer

GameStop Store Floor

Video game retail chain has teamed up with researchers from the Center for Retailing Studies at Texas A&M University’s Mays Business School and IBM cloud to heighten the shopping experience for customers in the brick-and-mortar stores. 

IBM will provide GameStop with high-value cloud platform, BlueMix, allowing for GameStop to incorporate new mobile and cloud apps with previously existing systems, creating an enhanced atmosphere for customer interaction online and in-store. The technology features of BlueMix, including big data and analytics will enable GameStop developers to provide convenient and quality services to customers. (GameStop)

General Manager of IBM Cloud Platform, Steve Robinson, believes the platform will allow for GameStop to build deeper relationships with customers. With competition arising between e-commerce retailers, GameStop is investing in upgrades to in-store approaches in attempt to match e-commerce equivalents. IBM will help the company “lead the next phase of retailing by restoring the balance between physical and digital commerce platforms.”  (GameStop) (Zacks)

With a history of serving retailers for 30 years, GameStop will also be working in conjunction with Texas A&M University, focusing on developing new apps according to research of progressing technologies and shifting consumer experiences. (GameStop)

Two endeavors considered include smartphone app consumers can activate at store entrance, the app alerts consumers of money saving deals on games related to items from their wish lists, and the development of an app providing consumers with a glimpse of video game trailers and other reality content of products by simply holding smartphones up to item. Stores in Texas will be the first to utilize the new technology this fall, further extending to stores on the East and West coast. (USA TODAY)

GameStop is nose-to-nose in competition with major retailers including Best Buy, Target, Amazon and Walmart.  World’s largest retailer, Walmart, recently announced they accept video game trade-ins for exchange of store credit — a service that is a known trademark of GameStop. 

“Now more than ever, GameStop’s internal rate of change must continue to exceed the rate of change occurring within the retail environments in which we compete,” says Paul Raines, CEO at GameStop. (Fierce Retail)