GAME group’s executive officer Ian Shepherd has identified online as the key to a return to growth for the chain.
"We know that customers are shopping across multiple channels, and placing equal importance on their experiences online, on mobile platforms and in stores," he stated.
"We have an opportunity to grow our online business – our share of online games revenues is lower than our share in retail stores.
"We will become a multichannel specialist, offering the same high quality services wherever and whenever our customers need us. To be our customers’ chosen gaming partner, we will sell a broad and unique product range spanning both physical and digital content. We will also be creative in finding ways for customers to experience gaming in the most affordable way, and will develop novel ways to buy."
Shepherd also claims that an improvement to its online offering will offer a notable boost to the High Street.
"We also know that growing our online business benefits our stores," he added. "Our data shows that the customers who shop with us both in stores and online are our best customers, spending much more than single channel customers.
"Therefore, our ambition is to grow the number of customers who shop in this way, with the aim of tripling our online revenues over the next three years. In 2010 our share of online revenues was 13 per cent in the UK."