With the surprise purchases
of Stardock's Impulse digital download service and streaming technology company Spawn Labs, GameStop has now taken its new digital strategy a step further, launching an online store
Working with Adgregate Markets' ShopFans e-commerce technology, it is the first multichannel games retailer to open a store page on Facebook.
Shoppers can choose to order items direct to their address, or pick up items at any chosen store. The Facebook store also allows PowerUp loyalty rewards to be collected and used.
John Underwood, COO of Adgregate Markets, said to IndustryGamers that the company pitched the idea to GameStop around six months ago. He noted
, "We expect to continue innovating with their store and I would expect to roll out new features; certainly digital distribution is something we're ready to do if they are as well."
"Gamers and affinity groups are always creating buzz online and through word of mouth for games and entertainment brands," said Underwood. "ShopFans is a perfect fit for GameStop to turn customers’ social conversations into purchase conversions while they’re in their preferred online destination."
When questioned about whether publishers will choose to simply create their own Facebook stores, rather than use GameStop, Underwood noted that, "most publishers still favor the established games channels like GameStop, and even in the context of Facebook we're having conversations with publishers who are going to launch mini-versions of the GameStop store specifically for their titles."
Vice president of e-commerce at GameStop Kelly Mulroney said of the new store, "Social commerce on Facebook is a natural complement to our trusted store and online networks."
"We have millions of customers already engaging with us on Facebook, and ShopFans gives those loyal fans more reasons than ever to shop GameStop across multiple channels."
Earlier in the week, GameStop president Tony Bartel told Gamasutra
about the company's new digital plans. "Our customers are beginning to consume games in a hybrid manner, both physical and digital, so we are becoming a hybrid company to meet their needs," he said.