GAME Group Plc
Goals
GAME had just invested in a new operating platform for its online business based on Microsoft’s ASP.Net technology. It wanted to speed up the return from this investment, but it also had a choice to make. Should it continue to invest in web solutions and middleware to meet its long term ambitions? Or should it focus on improving usability and functionality in the short term to help it maximise the return during the current trading year?
Charteris' Role
GAME turned to Charteris to provide it with an objective view of its options. Charteris established that the company’s existing architecture was scalable and resilient enough to meet the challenges of the immediate trading year, without impacting negatively on any step change decisions that might be needed in the future. It therefore helped to focus the business on improving its existing site, so that it could quickly start to see an increase in revenues. The peak-trading season was looming and to miss it would have meant delaying the business return for a further 12 months.
Results
The new web site went live in time for the pre-Christmas sales season to widespread critical acclaim. webcredible.co.uk, which analyses the top twenty e-commerce sites in the UK, reported that game.co.uk had rocketed up 16 places from number 18 to second place in its survey of usability. In its post Christmas trading statement, GAME reported to the City that Group sales had increased by 76.3% over the six-week period ending on 12th January. When compared with the same period in the previous year, GAME had increased online growth by a factor of 147%, web traffic to game.co.uk by a factor of 160% and conversion rates by a factor of 135%.
Click here to download a full case study about the work undertaken by Charteris at The Game Group Plc.