GameStop TV, the customized in-store TV network for GameStop, helped increase retail sales of advertised products by 19% to 36% in locations where it was shown, according to a recent study.
Stores also found an average 20% increase in sales for other products featured on the in-store program, according to the Nielsen Company Pilot Study.
Some 65% of all store visitors watch or listen to in-store programming. Of its audience, 72% are males between the ages of 12 and 34. Some 52% of GameStop TV viewers spent more time in the store versus non-viewers, the Nielsen study found.
The study also found that nearly 90% of customers 12 to 34 find the topics and products featured in the programming interesting. And 79% of viewers recalled one or more of the ads shown in the program.
“This shows what we have been saying,” said Eric Hebel, chief operating officer of Channel M, the out-of-home-video provider handling content for GameStop. “Compelling in-store content really does produce results to drive sales and reinforce the brand, as long as you have the right content.”
GameStop TV is an entertainment-based program that offers original gaming content. Topics include new releases and a behind-the-scenes look into the making of a video game.
The network is installed in some 3,850 stores. Discussions are ongoing to install the network in all GameStop locations, Hebel said.
Channel M has been working with GameStop on an in-store TV network since 2006.
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