“Taking a marketplace approach has always been in our grand plan, and Mirakl was the only choice”
With millions of customers and a highly engaged social network, GameSeek is the number one independent online game and toy retailer in the UK. GameSeek has devised a marketplace that will allow the company to continue exciting customers with new category offerings, and grow by taking advantage of opportunities it believes other online retailers have missed.
As Founder Stephen Staley explains, “Taking a marketplace approach has always been in our grand plan as the way to become a central hub where consumers want to shop. We’ve been watching the market and believe we can utilise our vast experience, talents and technology in a way that is meaningful to consumers, and fair to our partners on the marketplace. Any supplier will be able to ‘win’ the Buy Box on GameSeek if they have the right offer, regardless of our own stock levels of an item. Equally, regardless of whichever supplier the customer buys from, they will earn the same points as part of a new Loyalty Scheme. We want everyone to be a winner.”
Because a marketplace was always on the agenda for GameSeek, it was simply a case of whether to build it in-house or invest in an established platform technology. In the end, deciding to invest in established technology gave GameSeek the best value for money, with the excellent access to proven technology and expertise. In the case of Mirakl, those are brought together in a way that ensures rapid time to market. Mirakl is not simply a technology platform; consultant expertise helps companies explore and refine every process in their business, as well assist with establishing commission models and marketing to potential suppliers. This end-to-end approach lowers the risks for marketplace owners, decreases time to market, and ensures the marketplace is as friction free as possible, retaining and gaining momentum after launch.
Staley adds, “We’ll be able to work with new categories that we would not have experimented with in the past such as Sports or Hobbies & Crafts, because it is will be low risk and cost for us as the retailer, while creating a new outlet for marketplace partners. Categories such as large electrical items which we could not have held stock for can now be delivered directly by the supplier once live on the store. This means we can keep our customers excited, seeing GameSeek as a place to purchase from a wide range of categories.
With these new categories giving us a low-risk way of exploring new sales streams, we feel it is important to offer the same peace-of-mind and reduced risk to our selling partners. This is why we are offering the opportunity for partners to put their products in front of millions of new people, yet charging no set-up fees or monthly membership fees. If you don’t sell, there’s nothing to pay.”
Mirakl’s tight integration with the best aggregators across the world was also cited as one of the reasons for its selection, quickly opening new opportunities for suppliers that join the marketplace. Global expansion is also a key component of GameSeek’s future plans – the localisation features in the Mirakl Marketplace Platform and ability to rapidly scale into new territories, means the company can seize new opportunities quickly, with minimum risk for them and their partners.
The Mirakl Marketplace Platform provides a secure online environment to host transactions between buyers and sellers of both products and services – both B2B and B2C organisations can dramatically increase their product range, expand geographically and introduce a profitable new sales channel. Organisations can use marketplaces to retain their price competitiveness, increase margins, as well as test and extend product ranges inventory and risk free. Ultimately this keeps customers excited about a brand and generates repeat business.
Eric Chemouny, Senior Vice President for EMEA at Mirakl concluded, “GameSeek has chosen a strategy that will not only offer the best customer experience but will also provide the best environment for their sellers. This combination will give them the best opportunity to make their marketplace a huge success. This strategy will see them differentiate from their competition and offer a unique platform to their customers. We’re really enjoying being a key partner in bringing GameSeek’s vision to life and look forward to seeing the response from their happy customers!”
For more information about Mirakl and the Mirakl Marketplace Platform, please visit www.mirakl.com.
Mirakl gives retailers and brands the ability to quickly launch a new source of revenue with their own online marketplace. The marketplace model allows companies to increase customer value by providing more products, at better prices, with first class quality; creating more opportunities to build loyalty. The Mirakl Marketplace Platform automates the hard things: seller onboarding, service quality control, and order distribution; on an API-based solution that’s modular and easy to integrate. Over 100 customers operating marketplaces in 40 countries trust Mirakl’s proven expertise and technology including Best Buy Canada, Carrefour, Condé Nast, Darty, Galeries Lafayette and Halfords. Founded in 2012, Mirakl helps companies provide a better customer experience as part of their omni-channel strategy. For more information: www.mirakl.com
Founded in 2000, based in Cheshire, UK; GameSeek is the largest fully independent retailer in their field, selling a variety of products including Video Games, Computers, Electronics and Toys. With over 2 million customers and years of experience dealing world-wide in different sectors; they have brought together all of their knowledge to build a marketplace platform that will be unique in its operation. For more information: http://marketplace.gameseek.co.uk/
Lorena Duke / Duncan Gurney
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