GameStop to deploy beacons to deliver in-store gaming

Video game retailer GameStop (NYSE:GME) plans to deploy a network of beacons throughout its store base.

GameStop will roll out a beacon-based solution in partnership with Shelfbucks. With more than 6,600 stores, the initiative could be the largest installation of beacon technology, according to the companies.

But first it must pass a test.

In August, Shelfbucks will roll out its platform to GameStop stores in 36 test locations in Austin and College Station, Texas. Once GameStop has assessed the program, namely the customer adoption and business value of the promotional capabilities, it will consider rolling out the program to another 60 stores by the end of the year.

"As part of GameStop's plan to enrich its in-store customer experience, our focus is on enhancing consumer interaction through the use of innovative technologies and business solutions," said Charlie Larkin, senior director of the GameStop Technology Institute (GTI). "By placing Shelfbucks beacons right on the shelves of our stores, we can deliver personalization at a much higher level, ensuring that our customers always have access to relevant product offers, including product ratings and reviews, when and where it matters to them most."

The retailer plans to deliver promotional offers, content, ratings, reviews and product information via beacons at the shelf. It will also offer gaming content to enhance the in-store experience.

"GameStop's deployment of our Beacon platform enables GameStop to use real-time data to meet the needs of its customers," Larkin said. "GameStop will be able to deliver its existing gaming content and promotions directly to shoppers looking to make a purchase decision at the store shelf, helping the company deliver an online experience inside its physical stores."

Shoppers can interface with an app developed by BestFit Mobile, that pairs with an associate-facing iPad application which will enable GameStop employees to better engage with customers and personalize the shopping experience.

The cloud-based program was developed by GTI, a technology incubator GameStop announced in April.

For more:
-See this GameStop announcement 
-See this Shelfbucks press release

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