The games category has achieved double-digit growth on the back of strong numbers in toy, newsagency and game focussed businesses. Stores well established in the games space are doing particularly well this year.
The two key drivers of the growth in the national and international sales data I have seen are game extensions through additional licences for well-known games and a resurgence of interest in game playing. The second point is particularly interesting with younger players drawn to games in good numbers.
If you are not in the games space and are looking to leverage the engagement required dedicated floor space, good product knowledge, current product access and a fresh approach to merchants rising. In other words, don’t put products on the shelf and expect it to sell. Authentic engagement is key – you cannot fudge your engagement.
By authentic engagement, I mean engagement in-store and on social media. The best games customers will purchase from stores that respect them. respect is shown by actual interaction with the products.
Licenced products provide another avenue here too. Take Game of Thrones. There are multiple games and related products you can offer that tell a strong Game of Thrones licence story. You can pitch these such that the GoT fan, of the person purchasing for them, could purchase multiple items from the one licence.
Games as a category requires more work than many other categories. This work pays off if you invest. Games could shut at around 25% of toys where toys could be equal to close to 100% of card revenue based on benchmark data I have seen. While not always the case, these numbers can be useful to those assessing whether to get into the games space.
If you are not established in games today and think it could be for you, look carefully at nearby competitors. if you are in a marketing group, leverage their knowledge as they should give you access to deals, marketing and more that helps you get into the space more easily.
The ideal games shopper is committed to the category. They purchase multiple games a year and the bring others into their enjoyment of games, growing the customer community. This is where local shops can do particularly well.
I am committed to games in my business. This is why I look carefully at the data I have access to as the insights help propel sales success.