Next ready to grab games share

Forget GAME, HMV or Asda: The retailer that increases its market share by the greatest margin over the next year could be High Street clothes store Next.

The company began selling games in July last year, through its catalogue and online.

And after a successful 18-months, the firm has told MCV that it is now ready to ramp up its commitment to the category for Christmas and beyond – and has pledged to fight for a bigger share of the industry’s most sought after stock.

MCV understands the company is even considering bringing games in-store in 2009.

“Gaming is a very important part of Next’s product offering,” said the chain’s buyer Jon Biddle. “It has become the biggest area in our Electricals & Leisure division and has lots of potential to grow.”

Alongside Biddle, Next has recruited Steve Martin as buying manager and David Grange as merchandiser. The trio have increased coverage of games in the Christmas Directory, implemented email promotions and introduced sales charts to Next’s website.

The chain has seen particular success with Nintendo products, and has told MCV that it will fight to get as much stock from the platform holder as possible.

“We are always looking at new ways to drive our categories forward and are always looking for promotional offers and deals to benefit our customers and put Next on the gaming map,” added Biddle.

“Going forward we will be looking to build relationships with our suppliers and publishers in order to take the category to the next level.”

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Tags: next , jon biddle

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