We think of it as digitizing the physical space of the store. We want to equalize the channel and make sure the customer has access to all product information in a very easy way in that store environment as they navigate and shop the store — just like they would on a digital platform.

Jeff Donaldson, CIO of GameStop and SVP of the GameStop Technology Institute

Case Study

Gimbal – In action, at GameStop.

Gamers expect an experience with everything they do, especially with the process of buying their next game. To compete with the depth of knowledge and capabilities of online shopping, GameStop needed an enhanced user experience in their stores.

Gamestop was searching for a new and exciting way to serve product information and interact with customers once they were in-store. However bringing the wealth of information available in online shopping to a retail location required a new approach.


ShelfBucks used the Gimbal platform and beacons to create shelf displays for interactive hotspots in GameStop stores.

Shelf displays provide in-depth, contextually rich content when a customer interacts with the display.

Customer requests information from the shelf display with a tap of their phone.
Interactive content is sent directly to their phone.

They have the ability to share that information to a larger screen for a greater experience.

gamestop in store experience


gamestop mobile app

The in-store experience became more like a game with interaction points and discoverable information.

The consumer insights gathered show more than just the location of a person in the store, it takes it to the another level to show which customers are taking the next step to request more information about a specific game or product.

The data captured was then displayed through a ShelfBucks dashboard and reported back to GameStop to help inform future decisions about everything from products to displays to floor layout.

The success of the push notifications has GameStop looking at further enabling GameStop stores with location and proximity based functionality.