GameStop-Microsoft Partnership Will Standardize Retail Tech Stack and Connected Associate Devices

GameStop has entered a partnership with Microsoft to enhance its backend and in-store solutions, empower associates with mobile devices and offer shoppers the Xbox All Access pass. GameStop plans to expand its physical and digital video game offerings as well as enhance its retail technology infrastructure through the deal.

As part of the agreement, GameStop will standardize its solutions on Dynamics 365, Microsoft’s portfolio of cloud-based business applications and customer data platform. With this move, associates will gain access to omnichannel insights about customer preferences and purchasing history along with real-time information on product availability, subscriptions, pricing and promotions to offer a more personalized in-store experience.

Employees will be further empowered through the use of Microsoft Surface devices, which will give them access to digital insights while they move through the store. Additionally, more than 30,000 store associates will utilize Microsoft 365 and Microsoft Teams at GameStop stores to improve collaboration and enhance security and identity management.

“We believe Microsoft’s integrated retail technology platform will enable the continued development of our frictionless omnichannel digital environment, providing customers with an exceptional cross-channel experience for all things video gaming,” said Jim Bell, CFO at GameStop in a statement. “By standardizing on Microsoft 365 and Dynamics 365, all accessed with Microsoft Surface devices at our fingertips, we will be able to create a better connection with our associates and provide them with powerful new tools to deliver rich engaging experiences to our customers while significantly enhancing our cross-channel view of inventory, ensuring the most efficient delivery of products to our customers.” The partnership also gives GameStop shoppers access to Xbox All Access, which provides an Xbox console and 24 months of Xbox Game Pass Ultimate to players with no upfront cost. Both GameStop and Microsoft expect to benefit from the customer acquisition and lifetime revenue value of the customers brought into the Xbox ecosystem.  


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