With more than 6,000 stores worldwide plus two popular Web sites, GameStop.com and EBGames.com, GameStop is already one of the world’s largest video game and entertainment software retailers—but the company’s goal is to become an essential part of the gamer community.

“Our core vision is to be the research, shopping, and social destination for gamers, with enhanced cross-channel integration that will allow us to maximize our sales in all channels,” says Curt Burgess, Director of Online Operations at GameStop.

Turning that ambitious vision into a reality requires a stable yet flexible e-commerce platform, one that can facilitate tighter links between brick-and-mortar stores and the online channel. The company’s existing e-commerce system, based on Microsoft Commerce Server 2000, was unable to support many of the cross-channel functions that the retailer sought to implement. “The system had been successful in running our sites for several years, but it had reached capacity and was nearing the end of its life cycle, so it was very challenging to do any type of new development on it,” says Burgess.

By upgrading to Microsoft Commerce Server 2007, the GameStop gained the ability to offer in-store pickup of products ordered online, expanded product look-up capabilities, and enhanced customer-generated content.

Since the upgrade, the number of unique visitors to GameStop sites is up by 14 percent and the average amount of time that visitors spend there is up by 10 percent. The robust, flexible solution also provides GameStop with a solid foundation for future growth.

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