Games Workshop embarks on new digital strategy

Games Workshop has begun a digital transformation plan to connect its various in-store and digital channels and improve customer experience.

The global games retailer, which has a loyal community of customers who frequently visit the store, is hoping to improve customer experience online.

Partnering with PRWD, the retailer has already conducted one-to-one user research to connect businesses to their customers in the digital age. These insights have been used to create UX designs for the Games Workshop website, as well as creating the digital strategy, which includes plans for online personalisation.

"Twenty minutes into the first of two days’ worth of workshops I knew we’d made the right decision. Not just that the user testing itself was worthwhile, but that [PRWD] were very well equipped to get the most out of the sessions," said Jim Butler, global web sales manager at Games Workshop.

"They helped us create the scenarios and did a great job in summarising the key opportunities, but what impressed me the most was how well they facilitated the workshops. In just a few short meetings it felt like they had gained a deep insight into our customers, our products and our business, which meant they were able to ask precisely the right questions to extract the maximum value from the project."

Paul Rouke, founder and CEO at PRWD, which also works with Wilko, Moss Bros, Bensons for Beds and Schuh, added: "To have Games Workshop join our growing list of major multi-channel retailers we work with is such a great achievement for us. In my experience, Games Workshop are one of the few (of a slowly growing number of) brands who truly recognise the importance of gaining a deep understanding of their users’ behaviour, in order to establish the foundations for continuous growth through intelligent conversion optimisation.

"I fully expect the insights we will be providing will deliver Games Workshop with long term, strategic insights which will help drive their digital transformation over the next few years."

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