GameStop's Mobile Data Determines Brick-and-Mortar Inventory

Despite the flood of online and mobile games in recent years, GameStop remains set on owning the brick-and-mortar gaming space. But the retailer is leveraging mobile commerce with tracking technology like beacons to better understand why shoppers still like the in-store experience and which products they're buying. Jason Allen, vice president of multichannel at GameStop, recently talked to Adweek about how those insights influence traditional media and why the retailer isn't worried about showrooming.