Salmon help GAME prepare for biggest trading year ever
Salmon, specialists in delivering eCommerce and multichannel solutions today announced the latest online developments to GAME.co.uk, the UK’s leading games specialist, in preparation for what is anticipated to be their biggest trading year ever.
Salmon have been working with GAME Retail since 2011, when they implemented the strategic eCommerce platform (IBM WebSphere Commerce) they have today. In 2012 Salmon successfully migrated Gamestation's online platform to GAME.co.uk, following GAME Retail Ltd's decision to provide their customers with one unified brand. Since then Salmon have delivered a number of enhancements to GAME's omni-channel strategy and are currently carrying out extensive performance testing and upgrading software to equip them for a record-breaking peak period.
Andrew Grainger, GAME's Chief Technology Officer, commented, "With two new consoles, the Xbox One and PS4, and some stunning new games being released before Christmas we expect our website will come under an exceptionally heavy workload. Preparing now will ensure customers continue to receive a positive experience through both the website and mobile site."
Using WebSphere Commerce's Extended Sites functionality, Salmon have developed and enhanced GAME's multichannel offering to provide customers with a seamless, personalised experience whether on the web, in store or on mobile. Andrew Grainger, GAME's Chief Technology Officer, continued, '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.'
Customers are now benefitting from GAME's "Endless Range" giving stores the ability to order any game that is out of stock in store for either home delivery or collection by the customer. This ensures that customers leave the store with what they came in for, even though it's not on the shelf – and that may prove vital over what promises to be an exceptional peak period.
Following usability testing carried out by Salmon, GAME now has a new improved checkout reducing the number of steps from six to four. This change has improved checkout conversion significantly. The addition of PayPal online is also making it simpler for customers to purchase and a large proportion of customers are already choosing this method of payment. IBM Product Recommendations provide customers with recommendations that are behaviour-based, relevant and timely, and generating increased revenue – and GAME is seeing an upsurge in attach rates as a result. Salmon is also implementing Coremetrics Web Analytics and Marketing Optimisation providing GAME with real time insight into how consumers are interacting on the site and empowering marketers to turn visitors into repeat customers, by creating a compelling experience through the customers' lifecycle.
Customers can also expect to see an ever-developing homepage that will give the site a modern, fresh look that is appealing and easy to use.
Neil Stewart, CEO at Salmon, said, 'The GAME brand has proven strong through recent changes. It's been a pleasure working with GAME since the original WebSphere Commerce multichannel platform delivery in 2011, executing the Gamestation migration and providing consulting support for trading initiatives. We're pleased to see that our trading and usability services have helped GAME increase online sales."
GAME Retail Ltd. is the UK’s leading high-street videogames retailer. Formed in April 2012, GAME is committed to delivering for the gaming communities of the UK online, in-store, on mobile and through their app. With a market-leading reward proposition, incredible exclusive content and great deals, GAME is the number one destination for all gaming needs. For more information, please visit www.game.co.uk.