Keeping Pace with Consumer Expectations

Gamestop - A Tailored Experience for Every Shopper

Elias Moubayed – GM EMEA - Certona

Confidential 2

Established Experience

Over

$3.2BClient Revenue

in 2013

in Real-TimeGenerating

11YEARS

Years in Marketplace

Personalized Experiences served per month

BILLION30

50Countries

550+eCommerce Sites

Across

Predictive Cloud

PREDICTIVE ANALYTICS

DIGITAL ASSETS

APIs

CONSUMER PROFILES

Certona Predictive Cloud™

Confidential 4

Certona® Predictive Cloud™

CUSTOMER ENGAGEMENT OBJECTIVES

Certona’s proprietary real-time predictive analytics engine is a 100% cloud-based SaaS solution that captures, analyzes, recommends and delivers relevant content for brands.

Personalized Experience Management Platform

1:1 REAL-TIME TARGETING

CHANNELSASSETS

Driven by customer profile data.

Use history to determine what brands to promote.

Personalisation

Powered by:Customer DataBusiness ObjectivesMerchandising rules

Optimize for performance

Ability to target and test delivery of creative assets

Recommendations

Creative

Offers

Categories

Brands

Global Multi-channel, Specialty Retailer Operating in the Global Video Game, Consumer Electronicsand Technology Space

Fortune

500

Headquarters

Grapevine, Texas

S&P

500

6,600Stores

15 Countries +

www.GameStop.com

$8.8B2013

About GameStop NYSE: GME

What does omnichannel mean to GameStop?

Maximize engagement, revenue and loyalty by offering customers choice and convenience.

Personalization Goals

• Automate Personalization

• Catalog Exposure/Drive Product Discovery

• Great Customer Experience

• Increase Revenue

GameStop Omnichannel

Started slowly with limited testing

• Home page

• Certain category pages

• Limited number of recommendations

• Below the fold

Tested various personalization strategies

• Most Popular, Coming Soon, Trending, etc.

• Tailored to deliver the most relevant of each type based on profile and real-time context, for ex.:

• Experience for customer who usually buys/browses 1st person shooter games for Xbox

Vs.

• Experience for customer who usually buys/searches rated E games for Wii U

Web Getting Started

Quickly saw promising results

• Moved recommendations above the fold

• Added more recommendations

• Tested different personalization types for individual recommendations

• Created customized strategies to maximize sales

• Products coming soon/available for pre-order

• Products on sale

• Recently released products

Web Optimize: Homepage

MostPopular

Trending ComingSoon

Added Recommendations to the PDP

• Customers Who Bought This Also Bought

• Combines product affinities with profile and real-time activity

• Delivers the most relevant recommendations

• Ex., 1st person shooter preference would see that type of game

• Before seeing other types of games with an affinity to clicked product

• Recommended for You

• Mixes personalization types and merchandising rules, Ex.:

• Historical products

• Like products

• Merchandised – always show or associated list

• Accessories – inclusion or associated list

• Due to success also added personalization to cart and no search result pages.

Web Optimize: Product Detail Page

Recently Viewed Similar

MerchandisedAccessories

Average Order ValueResponder rate higher than non-responder rate by

Items Per OrderResponder rate higher than non-responder rate by

Web Results

Conversion RateResponder rate higher than non-responder rate by

Ongoing OptimizationPartner with Certona for continuous improvement and testing including:• Just scratching the surface on email, continuing

to pursue

• Placements & Strategies

• Personalized creative, offers, content

Recommendation DemandPercent total revenue directly from purchased recommendations

2014 average 14%

2014 Increase year-over-year

as extended and optimized 45%

Up To 29%

Up To 22%

Up To 41%

Necessity for an Omnichannel Experience

• With over 4500 stores in the US online sales are only part of the story

• We needed a way to incorporate in-store behavior into our personalization/recommendation strategies

Omnichannel In-Store Data Integration

Responder Demand

Massive improvement 2X lift!

Personalizing the GameStop Mobile site

• Launched mobile personalization in late 2013

• Based on success on the desktop site we were much more aggressive with our Certona implementation

• Launched on Homepage, Product Detail and Cart pages simultaneously

• Works similarly to website pages w/ added ability to incorporate locational context (geo-fencing available)

• Suggested based on profile and real-time activity

• Like Web, changes based on customer profile and activity

Omnichannel Mobile

Results2014 Recommendation Demand% total revenue from purchased recommendations

14%

2014 AOV up toResponder higher than non-responder

35%

2014 Conversion Rate up toResponder higher than non-responder 29%

Customer Experience

Brian is interested in an Xbox One

He He pulls out his laptop and goes to GameStop.com

If he were a new visitor he’d seea variety of game and product types

Within 3 clicks his profile would be createdand personalization would become increasingly tailored to Brian’s activity

But Brian is a returning visitor who • Usually purchases 1st person shooter games for Xbox 360

• Recently browsed Xbox One games

• Xbox One console is a hot seller being merchandised

MerchandisedSimilar to Profile Recently Viewed

Customer Experience

Brian clicks the Xbox One Limited Edition recommendation, takes him to PDP

He clicks on some recommendationswithin the Xbox One product page, logs off and heads to work

At lunch he continues shopping on his phone• Pulls in most relevant recently viewed, accessories and similar

• Brian submits a Pickup@Store order for the Xbox One Limited Edition Call of Duty: Advanced Warfare Bundle

Recently Viewed

Accessories

Similar

Customer Experience

After work Brian goes to the store

He purchases an Xbox One Limited Edition Call of Duty: Advanced Warfare Bundle with 1 year of Xbox Live Gold

He heads home with his purchase, sets up and plays for while

Before going to bed he checks email on his tablet

He opens an email from GameStop that includes

• Recently viewed

• Accessories for most recent purchase

• Similar to most recent activity

• Merchandised – associated collectibles

He purchases the Xbox One Call of Duty Advanced Warfare Controller and the Xbox One Special Edition Headset

Recently Viewed

AccessoriesSimilar

Merchandised

Learnings

• It’s a long term, strategic commitment

• It’s a process

• You are the subject matter experts

• Keep it simple (trust the engine)

• Test, Test, Test…..keep testing

# o

f C

lie

nts

3% 10% 16% 35%

New Client

Low Engagement

Few Locations

Simple Strategies

Basic Support

Set and Forget Medium Engagement

More Channels

Better Locations

Better Strategies

Leverage Testing

Plus Support

The Path to Success

Strategic Partnership

High Touch Engagement

Revenue Optimization

Maximize Testing Capabilities

Best Practices

% of Revenue Contribution(Recommendation Demand)

13%Client base average

Thank you!

Q&A

Video Link:

https://vimeo.com/102648518 (password: success)