Retail giant GAME has unveiled a series of measures today in a bid to increase its online earning potential, including a new Click & Collect service where gamers can buy and pay for a title online and collect it from in-store.
The Click & Collect service is already working in Spain and allows gamers to buy a title not necessarily on a store’s shelf, but once ordered it will be available to pick up in-store ‘potentially the next day’.
CEO Ian Shepherd said: “We also need to speak to core product pricing. We will layout clearly the distinction between the price you would expect to pay for a standard web order, the price for a web order with accelerated delivery and the price you would expect to pay in store.
“As we do that we will be more aggressive online. This will result in market share gain. We will also offer the possibility of buying in-store for later delivery from the web. This gives consumers in store the access to back catalogue titles currently only available online. You’re capturing in market share you would otherwise be losing. Both of these channels will be better and stronger together than they are apart.”
Shepherd also said its PC download business grew by 230 per cent in 2010 and its mobile app, where users can buy games from their phone, has been downloaded 250,000 times.
The retailer said it will introduce Wi-Fi spots into stores, so mobile users can log in when close-by to order. Extra content such as videos and reviews will also be available.
The group will also re-launch its Gamestation and Game websites, with Shepherd promising: “Sites will be better engineered to go from click to purchase better.”
CEO Ian Shepherd says the moves will help the group increase its online and digital earnings from £100 million to £300 million by 2013.
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