Grainger Games

Grainger Games wanted to harness the power of digital technology, and challenge the supremacy of GAME and Gamestation online. Find out how we helped them do it.

The challenge

With an expansion to over 65 stores nationwide, and continually strong retail sales despite economic conditions, Grainger Games recognised the opportunity to compete with the major players on the web, and saw the need for a rethink of their web presence. They came to Inspired with a simple brief – ‘make us brilliant online’.

The work

We worked with Grainger to plan, design and implement a completely new eCommerce experience across web and mobile, created to work in harmony with the in-store channel. From undertaking store visits, to interviewing customers, we did everything possible to understand Grainger’s marketplace and how we could build the web experience around it.

We delivered the following:

  • Fully bespoke retail eCommerce experience, optimised for conversion
  • Trade site with barcode search of over 10,000 titles
  • Smart data capture allowing behavioural attribution of customer data
  • Custom CMS
  • Custom stock management integration
  • Click and collect capability
  • Dynamic longtail SEO pages
  • Launch of Grainger Rewards cards - bridging the gap between online and offline sales

Most recently we have launched the Grainger Games mobile app – enabling both iOS and Android users to scan barcodes on their phones and gain an instant trade price, as well as browsing the full catalogue and keeping abreast of the latest news and releases.

The results

Simply put, the site has become a critical component of Grainger Games’ business, and has helped them drive significant continuous growth both on and offline. Online sales have increased almost five-fold since launch, with average order values doubling and conversion rates trebling. We’ve also helped effect a 12-fold increase in the volume of data captured, and the site has effected a measurable increase on in-store. We’re not done yet, and have further ambitious plans for the whole proposition over the next 12 months.

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