GameStop Simplifies Trade-In Process, Starting With Education At The Point Of Sale

GameStop has been under fire in the past regarding their trade-in policy for games, and the amount that they offer for those games. In a recent internal memo to employees, a new initiative was announced that will simplify the trade-in process, increase the baseline trade-in value of games, and educate the customers on how they can take advantage of the program. The new initiative launches on August 18 and will focus on the positive of trading in games, rather than the negative experiences that customers may have had in the past.

The average trade in value of games will increase by approximately 20 percent with a baseline value of $11.00. However, not every game will qualify for the $11.00 value depending on the supply and demand of the title.

GameStop‘s memo, as revealed by Kotaku, shows how an employee should talk to customers about the initiative.

“How do I talk about this with the customer?

The key point for this to work is the team member knowing what to say and how it resonates with the customer.

Piggy backing on how you engage a customer about the change use the following as possible talking points during the greet, floor or cash wrap touch points.

Then the team member says- “have you heard that cash isn’t the only way to pay here at GameStop?” More than likely the customer will look puzzled and then the team members say- “When is the last time you sold us anything?” Or “when is the last time we bought anything from you?” This is the opportunity to educate the customer that their items sitting at home are worth currency that can be spent in your store. Keep in mind that 2/3 of our customers don’t understand what “Trade In” means.

The main opportunity is to have the customer leave with the last thing on their mind being that what they have at home, sitting around possibly collecting dust is worth currency-VALUE- in our stores. During the last interaction either on the floor or at the cash wrap, the team member needs to say- “Thank you for coming in today, don’t forget that cash isn’t the only way to pay.” If the customer paid with a credit card they will more than likely look and ask what? The team member responds with “when is the last time we bought some of your items?” Or “when is the last time you sold us something?” Getting the customer to remember the last thing they hear from your team member is that what they have at home can be used as currency to buy goods in your store is the biggest take away.”

According to Forbes, GameStop‘s customers simply do not understand the current trade-in policy, and how it works. Most gamers are not ignorant to the complexities of trading in older games for newer games. Instead, they are foregoing the trade-ins due to the extremely low value that is placed on the used games. When a gamer buys a hot new release for $60, power plays through it in a week, then trades it in for on $10, there is little desire to trade-in further games. However, GameStop feels that they made the right decision, as stated in a memo replying to an inquiry by Kotaku.

“GameStop made the decision to simplify the trade-in pricing structure that is part of our buy-sell-trade program based on positive feedback we have received from customers and store managers,” said Jason Cochran, senior vice president, pre-owned business. “We anticipate this change to be well-received by our customers as they experience the added value we are now offering them for their pre-owned video game and consumer electronic products.”

“Last year, GameStop issued over $1.2 billion of trade credits with more than 70% of that applied to the purchase of new products,” said Cochran. “We want to provide our customers the best value for their trade and we believe customers will be pleased with this new simplified pricing.”

Will the new trade in policies change your thoughts about trading in games?

[Photo Courtesy: Video Game Writers]