GameStop’s new Technology Institute explores future of retail

By Patricia Riedman Yeager, Contributing Writer

gs_store_1Starting this month, shoppers who browse the aisles of 36 GameStop stores in Austin and College Station, Texas, can use a smartphone app to guide them to the section with their favorite games, and then read user reviews, watch trailers, and be wooed with special offers as they mull purchases.

The new retail experience is one of the first projects from the GameStop Technology Institute, an initiative the $9 billion videogame retailer unveiled in March through a partnership with IBM, the Center for Retailing Studies at Texas A&M University’s Mays Business School, and several tech startups. GTI, according to the launch announcement, is “a new business unit focused on creating affiliations with leading technology corporations and academic institutions to…better address the needs of today’s empowered consumer.”

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