PREPARING GAME FOR EXCEPTIONAL PEAK TRADING WITH WEBSITE PERFORMANCE OPTIMISATION.
ABOUT GAME
GAME Retail Ltd is the UK’s leading high-street video games retailer. GAME delivers to the gaming communities of the UK online, in-store, on mobile and through their app.
We’ve worked with GAME since 2011, when we implemented the strategic ecommerce platform (IBM WebSphere Commerce) they have today.
In 2012 we successfully migrated Gamestation’s online platform to GAME.co.uk. This helped realise GAME Retail Ltd’s vision of one unified brand. We continue to deliver enhancements to GAME’s omni-channel strategy, as well as extensive performance testing and software upgrades to cope with surges in demand.
THE CHALLENGE
GAME wanted to maintain a positive online and mobile experience during an exceptionally heavy trading period. In the run-up to Christmas 2013 they launched two new consoles - the Xbox One and PS4 as well as new games.
THE SOLUTION
We developed and enhanced GAME’s multichannel offering using WebSphere Commerce’s Extended Sites functionality. This provided customers with a seamless, personalised experience whether on the web, in-store or on mobile.
Following usability testing, GAME improved the checkout by reducing the number of steps from six to four. This change has improved checkout conversion significantly. The addition of PayPal online has simplified purchase and was adopted by a large proportion of customers.
IBM Product Recommendations provide recommendations that are behaviour-based, relevant and timely and generate increased revenue. GAME saw an upsurge in attach rates as a result.
We also implemented Coremetrics Web Analytics and Marketing Optimisation. This provided GAME with real-time insight into how consumers interact on the website. It also empowered marketers to turn visitors into repeat customers with a compelling experience through the customers’ lifecycle.
THE RESULTS
Customers now benefit from GAME’s “Endless Range”. Stores can order any game that is out of stock in-store for either home delivery or collection by the customer. Customers leave the store with what they came in for, even though it’s not on the shelf – vital to protect sales during peak periods.
Customers can also expect to see an ever-developing homepage that give the website a modern, fresh look that is appealing and easy to use.
Andrew Grainger, GAME’s Chief Technology Officer, said, ‘As an omni-channel games specialist, it is important for us to continue to deliver excellence and value for gamers across all our channels. Salmon has helped our online proposition stay strong and with the collaboration, we look forward to continuing to provide access to the best range of games and products, growing our digital market share and delivering excellence to gamers.’