Retailers are merging creativity, pragmatism and technology to develop new solutions that resonate with shoppers. Check out how Newell Brands’ stationery brand, Bond, is helping companies use technology to provide a personal touch for their best customers. Learn how investing in ultra-personalized service pays off when it comes to customer loyalty and repeat sales. Gamestop's Jason Allen shares highlights from the company's store efforts to boost inventory turns, drive repeat client engagement and improve the overall customer experience through ship from store programs and mobile clienteling. Presentation from Retail's Digital Summit 2016.

1. Retail Innova,on: Omnichannel and
The Future of Personaliza,on
Jason Allen
VP Mul,channel
GameStop Inc
Presented: September 28, 2016 at Retail’s Digital Summit
MaL White
Director of Sales
Bond, a division of Newell Brands

2. In this session you will learn:
§ Data > Guessing - let your customers lead
§ Internal naviga,on & alignment is cri,cal
§ Focus on delivering measurable results

3. About GameStop
2016: ≈$.5B2016: >$1B2016: $8B 2016: ≈$.85B
200+

4. Why Omnichannel?
§ Consumer engagement is evolving
§ Iden,fy and priori,ze strategic opportuni,es
§ A unified vision
§ Creates a customer-centric strategy

5. The Path to Omnichannel
GameStop found that three areas were instrumental in evolving our strategy.
Customer
Data & Analy,cs
Organiza,onal
Acceptance &
Alignment
Delivering
Growth & Value

6. Customer Data & Analy@cs
Pre-2010 Fall 2010 Today
GameStop Launches
Power-up Rewards
Loyalty Program
GameStop lacked customer
data and analy@cs. Insights
were ‘guess-work’.
GameStop has a wealth of
customer data on our most
valuable customers.
46M+ 71% Loyalty Members Worldwide
That account for …..
of our Business
GameStop Loyalty Programs

7. Case Study #1
A Focus on Mobile

8. Key Insights
Our Customer was already engaging across channels
Online is 5% of Sales
But 60%+ of Customers
Go There to Engage
5% 60%
Buy Visit
26% of online Visitors
(Non-buyers) Buy in Store
Within 48 Hours
26%
Buy
Mobile App Users
outperformed our Pro
Members
81% Spend More:
53% Trade More:
79%
Buy More
Pre-owned:

9. Online influenced in-store sales
Through Power-Up Rewards, we can beLer understand how
customers engage with our online channels to drive
in-store revenue.
“Influenced Revenue”
When a customer engages online with GameStop, then makes a
relevant purchase, trade and/or reserva,on in-store within 72
hours of their online visit.

10. Key Insight
For every $1 of direct sales online, our
online channels are influencing
10X That amount in Stores

11. Mobile Opportunity
How many people did we have thinking about
and working on mobile full ,me?
0

12. Gaining Alignment
How did we get the organiza,on on board with an
investment into a new App?
• A/B tested our hypothesis and built a business case showing a
large return on investment within the first 3 months.
• Added the incremental revenue and profit to our annual plan to
back up the business case.

13. Delivering Results
Allow me to look up the value of my
old games.
Simplify tracking my pre-orders and
reserva,ons.
I want to use my phone to hold a
product and pick it up in store, but
it’s too complicated.
Make it easy to find the products I’m
looking for.
180% increase of influenced
in-store trades
460% increase of influenced
in-store reserva,ons
5X
increase in Pick-up at Store
requests.
415% Increase in direct revenue
growth.

14. Case Study #2
Ship from Store

15. Key Insight
66% of our unique SKUs could only be
found in stores.

16. Ship from Store Opportunity
What if we….
1. Could expose all of that inventory across our various
channels, both physical and online?
2. Expand our distribu,on op,ons beyond our warehouses?
3. Provide closer ship-from loca,ons to our consumers,
reducing transit ,mes and providing beLer service?

17. Gaining Alignment
How did we get the organiza,on to even understand this?
We didn’t…….at first.
• Quietly launched a small pilot in stores with only bringing in the cri,cal people
who could make it happen, and stores received credit for the sales.
• By the ,me we introduced the concept to the rest of GameStop, we had a
running pilot for 3 months and those stores were outperforming non-pilot
stores by 15-20%. Alignment came from proof, not from verbal idea,on.

18. Delivering Results
Ability to redirect orders to a store
Unique, in-stock available SKUs
across all channels
Number of distribu,on points
Average transit ,me to consumer
(ground shipping)
No
6,800
2
3-5 Days
(from warehouse)
Before Ship from Store
(pre Feb 2016)
Aler Ship from Store
(post Feb 2016)
Yes
18,000+
3850
1-2 Days
(from stores)

19. Distribu@on before Ship-from-Store

20. Distribu@on aler Ship-from-Store

21. Delivering Results
2016 YTD
of our omnichannel revenue is
ship-from-store. 13%
of our omnichannel revenue is from
cross-channel services
(web-in-store, pick-up in store, and ship-from-store.) 66%

22. So……
???
How are you thinking about your
omnichannel strategies?

23. What’s right for the customer
+
What’s right for the business
Success
The sweet spot. Requires discipline and is more difficult to
define opportuni,es that accomplish both.
Common Sense

24. To recap on today’s takeaways…
Understand your Customers
Understand your Organiza,on
Deliver Measurable Results

32. Case Studies

33. Engagement!
!
• Create a meaningful experience !
!
• Separating yourself from competition!
!
• Make them customers for life!
• 8x ROI in two weeks!
• Consumers returning 2/3 less products!
!
Case Study #1

34. Retention and Loyalty
• Re-activate your consumers!
!
• Continue and strengthen the relationship!
• Enhance the experience!
!
• 3x more redemption of codes!
!
Case Study #2

35. CRM ++
• API Integration!
• Streamlining the process!
!
• Instant engagement with your client!
Case Study #3

36. To recap on today’s takeaways…
▪ Being though,ul is GOOD for business
▪ Some7mes the Old becomes the NEW
▪ Content is KING