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GameSeek picks Mirakl for marketplace push

by Stuart Wilson, Monday 22 May 2017

Online marketplace management platform provider Mirakl has announced that UK online store, GameSeek, has chosen its business-to-consumer (B2C) marketplace platform. The new platform is part of GameSeek’s aim to build the biggest and best consumer marketplace for gaming, electronics, books, clothing, toys and gadgets.

With millions of customers and a highly engaged social network, GameSeek is the number one independent online game and toy retailer in the UK.

GameSeek has devised a marketplace that will allow the company to continue exciting customers with new category offerings, and grow by taking advantage of opportunities it believes other online retailers have missed.

Stephen Staley, founder at GameSeek, said: “Taking a marketplace approach has always been in our grand plan as the way to become a central hub where consumers want to shop. We’ve been watching the market and believe we can utilise our vast experience, talents and technology in a way that is meaningful to consumers, and fair to our partners on the marketplace. Any supplier will be able to ‘win’ the Buy Box on GameSeek if they have the right offer, regardless of our own stock levels of an item. Equally, regardless of whichever supplier the customer buys from, they will earn the same points as part of a new loyalty scheme. We want everyone to be a winner.”

For GameSeek, it was simply a case of whether to build a marketplace system in-house or invest in an established platform technology. In the end, deciding to invest in established technology gave GameSeek the best value for money, with the excellent access to proven technology and expertise, according to the company.

Mirakl claims that it is not simply a technology platform. Consultant expertise helps companies explore and refine every process in their business, as well assist with establishing commission models and marketing to potential suppliers. This end-to-end approach lowers the risks for marketplace owners, decreases time to market, and ensures the marketplace is as friction-free as possible, retaining and gaining momentum after launch.

Staley added: “We’ll be able to work with new categories that we would not have experimented with in the past such as sports or hobbies and crafts, because it is will be low risk and cost for us as the retailer, while creating a new outlet for marketplace partners. Categories such as large electrical items which we could not have held stock for can now be delivered directly by the supplier once live on the store. This means we can keep our customers excited, seeing GameSeek as a place to purchase from a wide range of categories.”

“With these new categories giving us a low-risk way of exploring new sales streams, we feel it is important to offer the same peace-of-mind and reduced risk to our selling partners. This is why we are offering the opportunity for partners to put their products in front of millions of new people, yet charging no set-up fees or monthly membership fees. If you don’t sell, there’s nothing to pay,” he continued.

Mirakl’s tight integration with the best aggregators across the world was also cited as one of the reasons for its selection, quickly opening new opportunities for suppliers that join the marketplace. Global expansion is also a key component of GameSeek’s future plans – the localisation features in the Mirakl marketplace platform and ability to rapidly scale into new territories, means the company can seize new opportunities quickly, with minimum risk for them and their partners.

Eric Chemouny, senior VP for EMEA at Mirakl, said: “GameSeek has chosen a strategy that will not only offer the best customer experience but will also provide the best environment for their sellers. This combination will give them the best opportunity to make their marketplace a huge success. This strategy will see them differentiate from their competition and offer a unique platform to their customers. We’re really enjoying being a key partner in bringing GameSeek’s vision to life and look forward to seeing the response from their happy customers.”

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May, 2021

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