Since mobile devices enable personal experiences, GameStop?s customers are likely to enjoy the delivery of this content and the combination of in-store and mobile connectivity due to the modern nature of the initiative.  As in-store shoppers use their mobile devices as a research tool, reaching out to them on this channel is likely to be productive and see positive results.

?We actually have two goals for this initiative,? said Jeff Donaldson, senior vice president of GameStop Technology Institute. ?First we want to ensure that our customers not only have access to the content that they desire, such as game trailers, but also the best display technology experience to better inform their purchase decision when they are in a GameStop location. 

?In order to enhance the customer engagement experience, it was essential that we arm them with both the content and the most advanced display technology in our stores,? he said. ?Our second goal is connecting what a customer does outside the store, for example research products, with what they are doing while shopping in a physical GameStop location. 

?We are making this possible by providing consumers the mobile services for further exploring and experiencing these products once they walk in the door.?

GameStop announced its collaboration with Microsoft at the 2015 National Retail Federation?s 104th Annual Convention and Expo in New York. The retailer hopes to leverage this solution to enhance the in-store engagement of its customers interactive, information and entertaining ways.

As a result of this initiative, Gamestop hopes to allow customers with the ability to view content on their smartphones and Windows tablets from GameStop?s catalog of video games. GameStop?s store associates will be able to access individual information for those customers that have opted in to receive and share information as part of the GameStop Technology Institute app, empowering the associate to provide a personalize shopping experience based on their unique shopping histories. 

Other GameStop uses of the cloud platform within its stores include streaming video game trailers to a 4K ultra HD TV and offering an in-store mobile shopping cart that can be used by customers to hopefully facilitate a faster checkout.

To experience the GameStop and Microsoft retail collaboration firsthand, both GameStop and Microsoft are inviting interested parties to stop by Microsoft?s booth #2803 at the NRF Convention and Expo.

GameStop has been actively chasing mobile integration over the past several years.

During Q4 in 2014, GameStop geared up for the upcoming holiday season by announcing updates to its mobile application, which were designed to heighten customer engagement through enhanced personalization features and user-friendly interface.

GameStop fans that downloaded the updated app were also eligible to win 1,000,000 PowerUp Rewards points. Since the retailer sees more than 50 percent of its online traffic come from mobile devices, GameStop aimed to make its digital experience even more rewarding for consumers (see story).

Also in 2014, GameStop and Chili?s Bar and Grill hoped to ramp up donations for St. Jude?s Children Research Hospital?s annual campaign by encouraging consumers to donate via mobile devices, online and in-store.

Chili?s ramped up marketing for donations with its new Ziosk tabletop tablet devices. This was the second year that GameStop partnered with the hospital for the Thanks and Giving campaign to raise money for research and treatment of childhood cancer (see story).

?The mobile channel is a key shopping tool outside the store, but it is also an innovative way to explore content inside our retail locations,? Mr. Donaldson said. ?We view the mobile channel as a significant mechanism for engaging with our customers and delivering relevant information on products, promotions and events wherever and whenever our customers need it.?