GameStop testing AT&T in-store location services

GameStop is partnering with AT&T to further in-store connectivity initiatives that enhance customer interactions and provide richer gaming experiences.

The Grapevine, Texas-based retailer is working with AT&T through its GameStop Technology Institute (GTI) business unit, launched in April. The intent is to further its focus on creating advancement for its brick and mortar stores and create improved customer experiences.

As part of the relationship, GTI is working with AT&T to define the technical capabilities required to enable customers to interact seamlessly and responsibly through their electronic devices with digital product promotional materials (video game trailers, special discounts) located on store shelves and within identified product communication zones. The company is utilizing AT&T Network Services, such as AT&T Business Fiber, to provide GameStop stores with reliable and scalable speeds.

The initial focus will be on 36 GTI test store locations in Austin and College Station, Texas. These are the same 36 locations where the retailer is simultaneously testing a beacon program with Shelfbucks. The retailer is leveraging AT&T's network capability to boost speeds and support the technology applications in stores, according to a company spokesperson.

Once implemented, customers will be able to experience how GameStop is utilizing technology to drive one-on-one customer engagement through the delivery of relevant gaming content to their smart devices.

GTI is working to provide the company with the ultra-high bandwidth capabilities and network infrastructure required to support the delivery of rich video game content directly to GameStop customers inside their stores.

"GTI's mission is to deliver advanced retail experiences to meet customers' needs on their terms both in our physical and online stores," said Jeff Donaldson, senior VP of GTI. "To do this, we require network capabilities that are as innovative as the technological applications we are implementing in our stores. AT&T's leadership in this area will help address our demanding IT infrastructure needs as we continue to expand technology capabilities within our stores."

For more:
-See this GameStop press release

Related stories:
GameStop to deploy beacons to deliver in-store gaming
GameStop launches technology institute
Swrve's beacon integration opens up new possibilities for retailers
Only 27% of shoppers will allow mobile tracking
41% of shoppers actively use mobile apps in stores

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.