GameStop is the world's largest video game retailer that wants to enhance the customer experience beyond normal retail standards. They propose creating a personalized online profile and mobile app to provide users with game news, updates, and purchase recommendations tailored to their interests to foster customer loyalty. The proposed budget is $87,500 to develop these new digital tools and tactics over six phases throughout 350 hours of work.

1. By: Andrew Hughes

2. Company Overview
• World’s largest multichannel video game retailer
• GameStop’s retail network and family of brands
include 6,650 company-operated stores
• Ranked #273 on Fortune 500
• Currently in 15 countries worldwide and online
• Other brands include:
– www.kongregate.com, a leading browser-based game site
– Game Informer Magazine, a leading multi-platform video
game publication
– Spawn Labs, a streaming technology company
– www.gamestop.com/PC, a digital PC game distributer

3. Target Audience
• Average age of gamers today is 13 years old
• 25% of Americans over the age of 50 play on a
daily basis
• Traditionally a male dominated market
• Young children are spending less time with
traditional toys and games
• In 2009 40% of video game users were female
– Mainly arcade games on mobile devices

4. Key Performance Indicators
• KPIs are important for continually optimizing
results
• Three Important factors; behavior, engagement
and income
• Measureable web traffic indicators:
– Traffic sources
– Clicks
– Page views/unique page views
– Time on site
– Goals
– Completion/conversion

5. Key Performance Indicators cont.
• Social media:
– Facebook
• Likes, active users, comments, and shares
– Twitter
• Followers, following, re-tweets, mentions, and reach
– Other sites such as YouTube and Flickr
• All of the above methods can be utilized to
measure how much exposure GameStop is
gaining through digital media.

6. BIG IDEA
• Instant informative updates, industry news and
up-coming title release news will keep the
consumer synced with their favorite products
• Members will create an online user profile where
they can build there library of currently owned or
future games
• Profiles will be used as a “genius” tool to send
users related material on their games or newly
released information on games or hardware of
interest

7. BIG IDEA cont.
• Competitors do not provide a relationship
based system:
– IGN, Game Trailers, Gamespot and Gamenews HQ
• GameStop’s system learns your gaming habits
based on your library, pre-orders and content
searches to optimize your gaming experience
with relevant information, updates and
suggestions

8. Tools & Tactics
• Mobile application will sync online user profile
to any device providing:
– News/articles
– Trailers
– Photos
– Release countdowns
• Email blasts with offers/specials on related
content

9. Budget
• Six phases:
– Project Overview 10 hours
– Strategy 40 hours
– Planning 50 hours
– Implementation 90 hours
– Execution 70 hours
– Reporting 90 hours
Total 350 hours x Current rate $250/hr = $87,500

10. Summary
• For GameStop it is important to enhance the
experience of purchasing a game beyond normal
standards with loyal customers who will
appreciate a service that gives back to them. By
expanding their reach and awareness GameStop
will be able to attract potential customers
through loyalty programs and informative
publications. With the price of games rising it is
crucial for consumers to make the right decision
when making a purchase. GameStop promises to
help every gamer make the right choice every
time.