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TECHNOLOGY

GameStop listens to customers with redesigned e-commerce site

BY Dan Berthiaume

The world’s largest video game retailer is making online shopping easier and more integrated with physical stores.

GameStop is unveiling a new digital shopping experience on its GameStop.com site. The retailer said customer feedback about increasing difficulty in using its previous e-commerce platform spurred the redesign.

As part of an increased focus on seamless checkout, GameStop has streamlined its buy/reserve online-pickup-in-store feature, enabling customers to now buy and reserve multiple items for in-store pickup, instead of just one. Online shoppers can also now complete transactions using Apple Pay from a PC or smartphone, and see detailed order status on the site.

The new site also more seamlessly integrates digital shopping with GameStop’s Power Rewards loyalty program. Customers can enroll online and receive discounts and member benefits. And an online visual makeover includes larger imagery and improved search functionality.

GameStop says the online overhaul is a part of its broader business strategy and represents a multiyear, multimillion-dollar investment that will help drive integrated efficiencies across the company’s omnichannel platform, providing customers a simplified and more robust digital shopping experience.

“Our customers are at the core of everything we do and we’ve heard them loud and clear about making significant improvements to GameStop.com,” said Chris Homeister, chief merchandising officer for GameStop. “Today’s announcement reinforces the strategic steps we’re making to improve the overall shopping experience across channels and we will continue to build and improve this experience on this new foundation.”

To help celebrate the launch of the new website, GameStop is holding a Labor Day online sale on Monday, Sept. 2.

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