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Retailer "Game" offering free wi-fi at all UK stores

New smartphone app also launched to improve customer experience

Game has today announced that in partnership with BT it will provide wi-fi access to its 341 UK stores, creating a new environment for gamers to interact and discover new titles. The move will allow GAME to showcase its full range of gaming content both on-line and in-store, through a fully multi-channel, multi-platform shopping experience.

GAME customers will also be able download a free smartphone app in-store - via a QR code - giving them instant access to product reviews, videos, news and special offers whilst browsing in-store. Together with live interactive demonstrations on its in-store consoles, this seamless shopping experience offers gamers the chance to research and experience products in even more depth before selecting their purchases.

The technological innovation is enabled by a BT wi-fi solution which will be rolled-out in time for the peak Christmas period.
Martyn Gibbs, CEO GAME Retail, said: “The introduction of in-store wi-fi signals a new level of customer experience and a major step towards achieving our vision of delivering excellence for the UK gaming community.

“Just as in the music and home movie market, online has revolutionised the way we discover and access new video games. As a company we are constantly evolving, listening to our customers and adapting our approach to deliver for them.”

Customers will be able to research products online before and during store visits to make a purchase. In-store wi-fi access allows them to continue and complete that journey, accessing product information, ratings and reviews to assist with their purchase.

Its certainly an interesting move, although I'm not sure if its really going to make much difference to their profit margins in the long wrong, as personally I would only use the wi-fi to see if games are cheaper at a different retailer, which unfortunately for game, they often are. So what are your thoughts on this new development?