HMV goes pre-played to attract gamers in-store
HMV has entered a new in-store category by launching a section for pre-played computer games.
At first around 160 stores will sell the games from "Re/Play" branded in-store fixtures. Regional flagships in London, Birmingham, Manchester, Liverpool, Newcastle and Leeds, among others, will be among the first to sell the secondhand games. The offer will be rolled out to the rest of the chain in the New Year.
Customers will be able to trade in their unwanted games, for all popular console formats, for credit against the purchase of any product categories sold in HMV, giving the retailer an advantage over similar offers in specialist games retailers.
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"We believe it will help to drive footfall and stimulate increased sales of new games releases and hardware, as well as other entertainment products," says HMV head of games Tim Ellis.
"HMV is really excited about this initiative. To ensure Re/Play really stands out in-store and through our marketing in a really engaging way a more appealing brand identity has been developed which is consistent with the HMV 'get closer' brand identity," says HMV marketing director Graham Sim.
Brand consultancy Venture Three helped the retailer develop the Re/Play format.
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