GameStop Ireland, who have over 50 stores in Ireland and manage 1500 stores across Europe have recently overhauled their in-store experience in their Swords store in the Pavilions Shopping Centre with the aid of Bradley Brand & Design.
With an ever-changing gaming landscape, GameStop wanted to strengthen their branded merchandising (‘Loot’) offering in store, which is seen as a key driver of sales in the future. In addition to this, with the GameStop trade-in program worth approximately €1.2million every year, resulting in high levels of footfall in their stores, GameStop needed a new dynamic store and communications concept to better meet the needs of their customers.
The brief to Bradley Brand was two fold: prepare the shops for the increasing amount of branded merchandising on sale, or ‘Loot’ in GameStop language, which is seen a key driver of sales in the future and secondly the in-store experience had become tired and was indeed of an injection of energy and excitement.
The key design changes include, rebranding the whole offer and renaming the sub-brands within the store to be more appealing to young customers. The counter has been moved the centre of the shop to make the staff more visible and accessible. The GameStop brand and values have been dialled up and the product brand and game brands dialled down. Loot is available throughout the store and merchandised along-side the key game franchises. Overall the store is more dynamic with use of bold graphics and neon signs.