Gamestop wanted to move one step closer to a “Store of the future”.
Understanding the limitations of the locations, the existing in-store experience, and the audience was essential for their retail experience.
The research process involved visiting a large sample of sites to get the best idea of what the interactions looked like between customer and advisor as busy times, and off times. What sort of information was exchanged, and what sort of stimuli was competing for attention.
Interviews with the game advisors gave us qualitative data such as:
Our observations showed us that shoppers had 3 main approaches to finding the game they wanted:
With these data points in mind, we crafted our solution, mixing a bit of nostalgia and true utility.
Journey map discovery showed there was plenty of room for improvement within the retail location. The concept to create a kiosk was born from the needs of a shopper as they traversed the store.
The solution proposed opportunities to have the most relevant real-time content that was specific to the store location, custom for the game advisors, and was to serve as both an assisted sales tool and self-service.
Before Interaction
The kiosk could provide frequently updated recommendations of the local advisors favorite games, serve up truly dynamic promotions, most valuable buy backs, hard sell the loyalty program, as well as provide some on-boarding for using the kiosk.
During Interaction
When a user either touched the screen, or inserted a game case into the “console” browsing, searching, and exploratory options would be displayed to allow the customer to pursue their game buying journey in the manner they wanted.
Relevant gameplay, screenshots, platform, pricing and similar titles would all be displayed allowing a customer to reach decisions or a game advisor to help sell new, or lesser known titles.
Caution: Audio will play
A 40 store pilot was the intent of the project, but was indefinitely put on hold by the client after a change of management. However, an initial prototype did go through validation from customers and game experts, and was received extremely well, prior to cancellation.
Caution: Audio will play