GameStop rolls out ship from store

GameStop (NYSE:GME) has rolled out a "ship from store" program, allowing shoppers to view inventory and effectively turning stores into distribution centers.

Shoppers can access items not available in a warehouse or distribution center. Retailers have been developing similar "pick and pack" solutions as part of omnichannel efforts, but this is a first for GameStop.

"We knew there was a very large opportunity to make hard to find products available through GameStop.com and Web-in-Store because the nature of our buy, sell, trade business means many of our products never make it back to the distribution center," said Jay Rodriguez, manager, fulfillment operations, in an email. "With this new functionality, stores can now find a product for a guest anywhere in the country and have it shipped to their home."

The program launched in March 2015 at a single test store and immediately received 200 orders. GameStop expanded the test to 250 locations in October and has since shipped 500,000 orders from stores.

GameStop has also been proactive in developing new in-store and mobile technology to better link loyalty club members—active video gamers—to content and product.

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