Video Game Retailer Improves Online Experience and Store Traffic with E-Commerce Upgrade
“The in-store pickup feature has been very popular with customers…. By aggressively promoting the in-store pickup feature, we’ve been able to drive increased traffic to the stores.” - Curt Burgess, Director of Online Operations, GameStop
An ambitious growth strategy at video game and entertainment software retailer GameStop called for enhancements to the online customer experience, along with tighter integration between online and brick-and-mortar sales channels. However, an aging e-commerce system, based on Microsoft Commerce Server 2000, hampered the retailer’s ability to add new functionality. By upgrading to an e-commerce solution based on Commerce Server 2007, the retailer gained the ability to offer in-store pickup of products ordered online, expanded product look-up capabilities, and enhanced customer-generated content. Since the upgrade, the number of unique visitors to GameStop sites is up by 14 percent and the average amount of time that visitors spend there is up by 10 percent. The robust, flexible solution also provides GameStop with a solid foundation for future growth.