GameStop Technology Institute to research and remove the "complexity" of shopping

GameStop has opened a new technology institute that will research and develop new means to "better address the needs of today's empowered consumer."

The facility was founded by the retailer itself along with IBM and the Center for Retailing Studies at Texas A&M University's Mays Business School. GameStop hopes to make use of IBM's cloud development platform, BlueMix to bring cloud and mobile functionality that can be integrated into the firm's existing business model, with a view to forging a "hybrid cloud environment," that converges a shopper's in-store and online shopping experience.

This has been established with a view to removing the level of service given to customers and to remove the "complexity" of shopping at the chain's stores. It's not clear exactly how these projects will function.

In a statement to Gamespot, GameStop CEO Paul Raines said, "Now more than ever, GameStop's internal rate of change must continue to exceed the rate of change occurring within the retail environments in which we compete. The launch of GTI represents GameStop's commitment to cultivate innovation within the retail industry, as well as lead the charge in discovering new technology advancements to drive positive customer experiences."

Leading the institute, GameStop's Jeff Donaldson added, "As we begin our partnership with IBM and Texas A&M University, GTI's initial focus will be on the digitization of the physical retail space which would allow customers to interact with the brick-and-mortar store environment in ways that mimic interaction with digital platforms."