GameStop overhauling trade-in program this month – more money for games
Kotaku has obtained documents from GameStop that reveal imminent plans to revamp the retailer’s trade-in service.
Customers won’t need to delegate money towards pre-orders/promotions in order to get the most value any longer. Instead, you’ll instead be able to take advantage of flat rates. The only variations will be for GameStop Power Up Rewards members and whether you decide to receive cash instead of store credit.
GameStop’s “average base value” of games will increase by 20 percent.
Check out this excerpt from one of the GameStop documents:
“By eliminating the higher end price of products we buy and raising the lower end, we are able to raise the overall value the customers will receive. With this program, we will not have complex multi-tiered trade promotions for the associates to remember and less math for the customer to understand what they are getting for their games.”
Another excerpt details how GameStop will be asking its employees to interact with consumers with regard to trade-ins, and how they’ll be looking to use the terms “buy” and “sell” instead:
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.
