GAMES N' GADGETS HORSENS
A special customer experience at new Danish gaming store
At the end of August 2020, Denmark’s new gaming universe Games N’ Gadgets opened its doors to gamers and gaming enthusiasts in the center of Horsens. Games N’ Gadgets offers everything in gaming, gadgets and computer accessories. To create synergy between the online universe and the physical customer experience, the store has installed electronic price tags.
A significant increase in e-commerce in the area of gaming and gaming accessories had a consequence for the well-known gaming chain GameStop in 2019, which had to throw in the towel and make the decision to close all its 34 stores in the Danish market. This also meant that the local GameStop store in the heart of Horsens had to turn the key.
Recently, the local owner of Kids Coolshop in Horsens, Søren Westenholtz Nielsen, chose to go against the tide of store closures when he saw an opportunity to offer customers an alternative to shopping online. An opportunity arose for new premises and more square meters close to his existing store. Søren Westenholtz Nielsen seized this opportunity to concentrate even more on this segment and offer a wider range of products. In the form of a brand new gaming store, the aim was to create a link between online and physical retail.
"It made a lot of sense to connect electronic shelf labels to all the products as we were starting from scratch and building the store. So we might as well do it right from the start. There is such a strong link to e-commerce in this world."
SYNERGY BETWEEN E-COMMERCE AND PHYSICAL STORE
Together with Torben Schnoor, former store manager at GameStop in Horsens, Søren Westenholtz Nielsen launched the Games N’ Gadgets store in late August 2020. The new store offers customers a special experience and advice when they choose to visit the physical store instead of, or in addition to, their online purchases.
– “We saw a unique opportunity to test the market and location in terms of creating synergy between a physical presence and an online universe for gamers and gaming street people. We want to offer a special experience for those customers who prefer to come down and visit us instead of shopping online, or simply as a supplement to their current shopping pattern, says Søren Westenholtz Nielsen.
STORE PRICES ARE LINKED TO POWERFUL E-COMMERCE ENGINE
Games N’ Gadgets is packed with games and accessories from the best suppliers on the market with the very latest products for gamers and playful people. You can also find lots of special board games and gadgets as well as popular characters from famous movies, series, games and much more.
With electronic price tags on all in-store items, all prices are linked to online, where selected products with particularly high demand and competition are also linked directly to the competitive prices on Coolshop.com – a powerful e-commerce engine that Kids Coolshop is also a part of.
– It made a lot of sense to attach electronic shelf labels to all the products as we were starting from scratch and building the store. So we might as well do it right from the start. There is such a strong link to online shopping in this world, so it’s obvious to be able to link the two worlds together,” explains Søren Westenholtz Nielsen.
CAN OFFER CUSTOMERS SOMETHING DIFFERENT
According to the former GameStop store manager, there is a big difference in how business is done at Games N’ Gadgets compared to the more centralized chain operation of the former GameStop store.
– At Games N’ Gadgets, we have 100% control over the entire purchasing aspect in terms of assortment and the items we order for the store. Basically, this means a completely different ownership among the employees, as we are specialists in our respective areas. We believe in the products and that we can offer something different so that customers get a very special customer experience,” says Torben Schnoor, Store Manager at Games N’ Gadgets and former Store Manager at GameStop in Horsens.
The electronic shelf labels will also help to offer a good experience for customers. For customers, it provides peace of mind that prices are always up to date, and if they have seen a price online, it is also the price they find in the store. For the store, it also allows them to react much faster to increasing competition, as they can quickly and easily update prices across the entire store.
– Another advantage of the electronic price tags is that we don’t need to put stickers on the items. Some of our gadgets are collectibles where the customer actually prefers not to have a price tag on them, as in some cases they never unpack a special figure from the packaging,” says Torben Schnoor.
ADVANTAGES OF EXISTING SETUP
As Games N’ Gadgets has the same owner as Kids Coolshop in Horsens, it also comes with a solid setup in terms of sales, warehousing, logistics and online customer service through Kids Coolshop’s purchasing and marketing partnership with Coolshop.com. It also brings the best of both worlds in terms of both online and offline presence.
The existing setup also meant that Games N’ Gadgets could benefit from the collaboration with Delfi Technologies, which has delivered the system with electronic price tags to Kids Coolshop. Delfi Technologies is a European supplier with more than 30 years of experience in barcode solutions for the retail, warehouse/logistics and healthcare sectors, among others.
ABOUT GAMES N’ GADGETS
Games N’ Gadgets is Denmark’s new game store in the center of Horsens. The store opened at the end of August 2020 with the same owner as Kids Coolshop in Horsens. This also means that the same strong e-commerce engine, Coolshop.com, is behind it. Through joint purchasing, Games N’ Gadgets can thus react quickly to trends and be first with the very latest products.
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