High-maintenance relationship with gamers
Some mass market players decided to step out of the race, while others, the specialized retailers, started looking for new strategies, online and offline: smarter loyalty programs, better customer service, enhanced shopping experiences in store, community building, POS launch events, overall trying to forge a genuine relationship with gamers.
Gamers turn out to be a high-maintenance bunch, though. Instead of pre-ordering, many more gamers now prefer to visit shops and expect an experience. The second hand assortment had to make way for value cards, merchandising, accessories and alike.
To enrich that in-store experience around games, accessories that enhance and improve the gaming experience are added, alongside merchandising: figurines, t-shirts, sweaters, board games, plushies, caps, cups…
A wider range of products available in store improves turnover and profitability of retailers. Furthermore, consumer loyalty and satisfaction get a boost.