Headlines

GameStop Testing Store Changes

Company initiative aims to engage customers

Published

10 years ago

October 14, 2014

GameStop (Grapevine, Texas) has launched a new company initiative, the GameStop Technology Institute (GTI), to oversee changes at its retail locations.

Plans include the employment of beacon technology, which will be tested in stores later this year. Customers who have downloaded the GameStop app to their mobile devices will be sent tailored marketing messages as they move through the stores.

The company, according to Fortune, is seeking to drive more foot traffic by creating an “immersive” in-store gaming experience. The company is working with game publishers to bring proprietary and exclusive content to GameStop’s marketing efforts.

Additional in-store changes to be tested this fall will include the installation of 4K TV displays to show game trailers and other original programming.

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