Q&A: Kelly Mulroney, GM and VP of e-commerce, GameStop

Share this content:
Kelly Mulroney
Kelly Mulroney

Kelly Mulroney, GameStop's GM and VP of e-commerce discusses the social networking aspects of e-commerce.

Q: Online gaming has really taken off in the past few years. How can your company take advantage of that on the website?

A: Online gaming is a really big concept. We're very interested in the different and newer modes of game play. We acquired Jolt Co., a social gaming content creator, and Kongregate, a premier website in the broad dimension of browser based gaming. 
We offer digital extensions of console game play. We're always thinking comprehensively about the gaming experience.

Q: Gamestop's e-commerce plan
is clearly dedicated to selling. What types of online branding and community building do you engage in?

A: Driving conversion is a key performance indicator that we use to ensure we're investing dollars wisely in marketing and feature development. We've started to do more in terms of social commerce and engagement. 
We include features like reviews and user-generated content where users can embed photos and videos. We also run marketing campaigns that encourage our customer base to share experiences and insight outside of the construct of a product review.

Q: There seems to be a heavy 
investment on your site for reviews and recommendations. How important is word-of-mouth for your brand? Is this even more 
important because of your younger demographic?

A: Our demographic is broader than one would think. Teens are a terribly important gaming audience, but it goes up to people in their mid-30s and mid-40s. We see a great number of parent buyers. That being said, we've definitely placed more priority on social features. 
We've integrated Facebook and Twitter feeds. We've done some fun things in Facebook to announce special deals and to inform customers about announcements. We use it for feedback by showing new designs and asking the community to comment.

Q: What does the rest of GameStop's marketing mix consist of? 

A: We do a holiday printed gift guide, though we don't do a tremendous amount of direct mail. We have a strong email program that reaches out to 8 million customers. We do a fair amount of display media. We're big believers in paid and organic search. We also do a lot of television advertising. We will be releasing mobile apps mid-year. That will include an m-commerce site.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here