GameStop Breaks New Ground With Beacons

By Matt Pillar, chief editor

September 2015 Innovative Retail Technologies

An innovative deployment of beacons in nearly 150 test-market stores delivers an education in best practices at the GameStop Technology Institute.

Retail innovation labs are always busy, but GameStop Technology Institute’s Charlie Larkin (sr. director) and Jeff Donaldson (sr. VP) have been particularly busy the last few months. The pair began deploying beacon technology to 35 of GameStop’s test-market stores about a year ago, an initiative that expanded to 150 stores by the end of July 2015. Now, they’ve been focused on testing, measuring, and improving the technology.