While some retailers are focusing on their digital and in-store customers separately, GameStop is addressing both simultaneously to make the shopping experience more cohesive. Not to mention that GameStop hopes to entice digital shoppers out of their lairs and into the real world through the use of iBeacons, Wi-Fi and mobile applications. After all, there are some benefits to browsing in-store that cannot be fulfilled online and GameStop recognizes that.
Yet GameStop also recognizes what digital consumers appreciate: efficiency being the top priority. Through the integration of such technology, browsing become immediately purposeful, ensuring that customers have a similar experience in person as they would online. GameStop has been working with Microsoft, IBM and AT&T to improve their stores across Texas first.
Digital Customer-Engaging Stores
GameStop Focuses on In-Store Experiences for the Online Shopper
Trend Themes
1. Simultaneous In-store and Online Customer Experience - Retailers can improve both in-store and online experiences by integrating technology and providing a cohesive shopping experience.
2. Ibeacons, Wi-fi and Mobile Applications - Retailers can use technology such as iBeacons, Wi-Fi and mobile applications to enhance the shopping experience and entice digital shoppers into physical stores.
3. Efficiency in Shopping Experience - Retailers can improve customer satisfaction by integrating technology to make browsing more purposeful and efficient, providing a similar experience both in-store and online.
Industry Implications
1. Retail - Retailers can benefit from integrating technology to provide a cohesive shopping experience for both in-store and online customers.
2. Technology - Technology companies can provide retail solutions such as iBeacons, Wi-Fi and mobile applications to improve the shopping experience and entice digital shoppers into physical stores.
3. Telecommunications - Telecommunications companies can provide retail solutions by improving in-store Wi-Fi and mobile applications to enhance the shopping experience.