Games Gamestop Mac Apple Reseller

Games Gamestop Mac Apple Reseller

Spring Mobile, along with its Cricket prepaid mobile chain, Simply Mac Apple reseller stores and ThinkGeek collectibles shops, were part of a diversification effort under former CEO Paul Raines, who died in March.

It was instantly popular, and not just with GameStop customers.

First, it beefed up its Spring Mobile and Simply Mac retail locations from 150 to more than 1,000.

At the same time, executives made a dramatic shift in the sales strategy for core GameStop stores, expanding into the 30 billion market for licensed entertainment merchandise.

This meant stocking up on everything from T-shirts and key chains to figurines and other branded items.

Based on the success weve seen, we will continue to dedicate more space in our GameStop stores to loot merchandise.

The addition of Geeknet is an important expansion of our global multichannel platform, Raines says.

Were excited to leverage their product development expertise to broaden our product offering in the fast-growing collectibles industry.

The company tested the idea with a limited line, and sales proved strong.

That came as no surprise to Michael Mauler, president of GameStop International, who heads the companys multichannel international retail business across 2,100 stores in 14 countries.

The deeply fragmented marketplace has no real retail leaders, leaving a wide-open space for GameStop.

As it improved its understanding of the market, GameStop scaled up these offerings.

They surveyed sales associates as well as the companys 40 million loyalty-club members about whether theyd like to see other merchandise in the store and what they would buy.

Armed with that data, Mauler and his team expanded the collectibles mix beyond video games to include merchandise tied to movies, TV shows and toys.

They backed the launch with an ad blitz and marketing outreach to loyalty membersall while keeping a close eye on financial results.

We set internal measures around sales and margins to determine whether the collectibles were delivering an ROI, Mauler says.

And by tracking sales data, the retailer was able to hone its strategy and better understand what drives purchasing decisions.

If they came in looking for a Star Trek T-shirt, they werent going to buy a Marvel T-shirt, but they might buy a Star Trek key chain or pizza cutter.

We found that it was all about the IP intellectual property, not the individual product, Mauler says.

By the end of 2014, all 6,600 stores offered collectibles, with most featuring a 12-foot loot section of ever-changing products.

With video games, there are three key vendorsSony, Nintendo and Microsoftand most products come from the top 10 vendors, Mauler says.

The numbers told us that this could be a standalone store, Mauler says.

So in 2014, GameStop opened Zing Pop Culture, its first standalone collectibles retail location, in Australia.

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