GameStop

How to get your product into GameStop

  1. Understand you client: Before you spend a lot of time and money creating a product, you should know if anyone will want to buy it. Learn more about Market Research
  2. Learn if it’s protectable: Know if you can defend your product against cheap copies if it gets knocked off. Learn more about Copyright and Patent your product
  3. Test your product: Make sure that there’s a demand for your product and the customer understands what you are selling when it’s on the shelf and nobody is there to explain it. Learn more about Product Testing
  4. Perfect your pitch: Before you speak to decision makers, know your numbers, know your retailer and know your logistics in and out. Learn more about Pitching Your Product
  5. Don’t do it alone: If you haven’t been successful in retail before, a secret of success is that you can’t do it alone. Having great sales staff, customer support and marketing partners can take you from zero to success faster than if you tried on your own. Learn more about Retail Partnerships

How to get into GameStop

Founded in 1984, GameStop Corp. (better known simply as GameStop) is an American video game, consumer electronics and gaming merchandise retailer. The company is headquartered in Grapevine, Texas, United States, a suburb of Dallas, and operates 5,830 retail stores throughout the United States, Canada, Australia, New Zealand, and Europe. The company’s retail stores primarily operate under the GameStop, EB Games, ThinkGeek, and Micromania brands.

The Company sells video game hardware, physical and digital video game software, video game accessories, as well as mobile and consumer electronics products and other merchandise through its GameStop, EB Games, and Micromania stores. It operating segments, which consist of Video Game Brands segments: United States, Canada and Australia and Europe. Each of the Video Game Brands segments consists primarily of retail operations, with all stores engaged in the sale of new and pre-owned video game systems, software and accessories, which it refers to as video game products. Its Video Game Brands stores sell various types of digital products, including downloadable content, network points cards, prepaid digital, and also sell certain mobile and consumer electronics products and collectible products.

GameStop is divided into two operating segments: Video Game Brands and Technology Brands. The Technology Brands segment was created during the fourth quarter of 2013, and houses the companies Simply Mac, Spring Mobile, and Cricket Wireless. As of April 2014, the Technology Brands segment included 218 retail outlets. GameStop’s Video Game Brands segment includes the company’s other businesses such as video game and consumer electronics retail shops; Kongregate, a digital video game distribution site; and buymytronics.com, a consumer electronics marketplace. Pre-owned and value video games accounted for 47% of GameStop’s gross revenue for the fiscal year ending February 2014.

Being a longtime retailer in the gaming world, this retailer has been able to build a respectable brand in the market. Though it has faced issues with the rate at which files are easily shared from computer to computer, it has been able to remain in the market still. It has had to focus more on its non-video game sectors. 

As a vendor in this line, you may have to operate with this retailer either online or at the office. The company is very careful with products it gets because it has had experiences with people trying to sell it fake games in the past. 

GameStop is still a name that can pull a lot of sales in the world of geeks as it still sells collectibles and some action figures which could really be an enterprising approach in this kind of business. 

The retailer sells online and also owns physical stores within and outside the United States. It has been able to connect with its customers via these platforms and get them the best deals. 

Contact GameStop Buyer

Do not trust any “list” of buyers.

Typically retail buyers change either companies or positions every few years. This strategy helps retailers know that their buyers are not taking “kick-backs” and are selecting the very best product for the very best position each time.

Buyers are typically held to a very rigorous standard of sell-through volume that they must hit and because of this they are risk averse. Your job as a supplier or vendor is to convince them that the buyers going into the stores not only know about what you’re selling but are actively seeking the product in the store currently.

  • Step 1

    Contact GameStop Buyer

    Sometimes easier said than done, however you must get on GameStop radar.

    Call the GameStop corporate phone number and ask for the names of the buyer and assistant buyers in your category.

    Always leave voicemail with whomever the dispatch will connect you.

    Use that information to connect with them on LinkedIn, RangeMe and any other professional social platform.

    Ask your representative at your trade bureau to connect you to the GameStop buyers as they will potentially have a better history.

  • Step 2

    Get On GameStop Radar

    Use advertising, public relations and marketing to make your brand known to GameStop buyer through 3rd party websites & industry media sources.

    Be everywhere that they look, the key is to position your brand as the obvious choice when GameStop is looking to either refill a slot or create a new category.

    Latch on to the news of the day and any trend that will make your product fill that niche whether that be Non-GMO or Vegan Leather for example.

    Investing in your brand can only benefit your opportunities in the future. As being “top of mind” will have a ripple effect when you physically present your product at a GameStop buyers meeting or trade show in the future.

    Step 2

  • Step 3

    Use Hard Facts

    GameStop buyers typically got to their position by picking “winners” and know how to see through the fluff.

    Focus on the numbers, know your bottom dollar during a negotiation and how fees and chargebacks may cut into your position.

    Know that long term success may outweigh short term sales, however financing large purchase orders from GameStop when the net result is negative is not sustainable.

    Understand the playing field and the other brands that are in your space, what they are offering as promotion and pricing and how you can stand out against them.

    By knowing that each buyer at GameStop probably knows more than you do, take an active listening approach to sales and understand that no is a perfectly acceptable answer that may have saved you millions of dollars on the backend.

How to Submit a Product to GameStop

How to get into GameStop 1

There are several ways to get a product placed in GameStop. However, most entrepreneurs only dream about getting their product distributed to major retailers, few actually do it. We have experienced a significant rise in interest since the show Shark Tank started airing on NBC. Mr. Checkout has had the pleasure of working with a few Shark Tank success stories such as KISStixx and 180 Party Cups which are now currently being distributed around the country to stores like Walmart, Target, Kroger, 7-Eleven and more.

If you envision your product would be a good fit for GameStop, we have a few steps to help you get your product on their shelves.

Here are the 6 steps you need to take to have your product placed in GameStop.

1. Start with the right questions.) Before you try distributing your product to GameStop, you need to ask yourself a few basic questions. Do you need to build demand for your product, or is there already a demand for it? Do you know that GameStop would be interested in selling your product? If you can strike a deal with GameStop, can you handle the production volume? Do you want to sell directly to GameStop, or do you want to license your product to a manufacturer that will handle distribution?

2. Be prepared to profit.) Does your product offer enough of a profit margin for GameStop? Can you sell your product at a reasonable enough profit to cover the packaging, shipping, commissions, marketing and wholesale distribution? Check GameStop guidelines for other fees that you will have to build into the cost of your product in order for you to be able to turn enough of a profit to make the effort worth your while. If you work with a discount retailer, they will try to strip your profits down to zero in order to keep their prices as low as possible.

The typical breakdown of margins are: If a products costs $1 to produce, that product will retail for $4. That product that retails for $4 will wholesale for $2 to distributors and stores that purchase direct. Big box retailers like GameStop may offer to pay $1.25 to the manufacturer if the product costs $1 to produce. That is the typical profit margin.

3. Determine if GameStop is the right store for your product.) The relationship between you and GameStop starts with you browsing their store for competing products. If GameStop already has a similar product, it is going to be very difficult to get your product picked up. Spend some time at your local GameStop to see what kind of products they are selling, speak to the manager and see if he thinks your product will sell well in their store. Picture in which zone your product would best fit on the shelf and keep in mind that the most precious asset that these big box stores value are their shelf space. Keep this information in mind when you are preparing your presentation to GameStop.

If your company is minority or women owned, check GameStop website and see if they offer specific opportunities for those designations.

4. Pitch your product to GameStop.) Decide whether it will be you or a representative to present your product to GameStop. Your presentation depends heavily on your strengths as a businessperson as they will most likely ask financial questions and logistics questions.

It’s common for companies to hire a broker to pitch their product to GameStop, as it will be more likely that your product will make it to the next stage if the individual pitching your product has industry knowledge or a personal relationship with GameStop. The percentage of commission verses, however generally a broker will take around 5% to represent your product to GameStop.

We at Mr. Checkout have experience dealing with brokers and know that there are several retail brokers that have poor business practices that can potentially damage your brand. If you are seeking a legitimate GameStop broker, please give us a call for a recommendation. It could save you a huge headache and a lot of money.

5. Complete the required GameStop paperwork.) Often GameStop will have you go through an application process. However, before submitting the paperwork required by GameStop, you should contact a buyer at GameStop and let them know your intentions. Having a contact inside of the company will potentially move your application more smoothly through the process.

6. Anticipate the need for increased volume.) Having GameStop agree to stock your product will most likely mean a significant increase in volume. You should be prepared to ramp up your production and informing your manufacturer of this opportunity.

Having production, logistics and distribution to sync is not only difficult, it requires a significant amount of time invested in customer relations. Also, GameStop may have stipulations in the contract that may penalize you for delays in shipping and production. Have an attorney explain all contracts to you if you don’t understand the terms.

If you’re looking to sell your product to GameStop, be sure to thoroughly assess the marketplace, carefully prepare for production growth, and take full advantage of resources available to help you grow your business.

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