thebiginterview
“Retail has to evolve to maintain its relevance. This gives a great example of what consumers are demanding now, and where the appetite for immersive experiences are in the future. The global gaming market continues to grow rapidly.”
What does this major announcement mean for Exertis? Jonathan Sutherland: It puts Exertis at the forefront of retail, and this initiative has demonstrated a wide variety of services we offer both vendors and retailers. It showcases our partnership approach on our collaboration with a multitude of vendors from an external perspective, and internally, cross-function with multiple stakeholders. Hamleys is the most iconic toy and games retailer, and we are
Can you tell us more about the key brands in the gaming zone and who we can expect to find there and the latest gaming tech they are offering? Jonathan Sutherland: Xbox – Series X and S consoles, 1st and 3rd party accessories, Game Pass (Xbox and PC), 6 units of playable Razer ‘Blade’ Laptops ranging from 14 to 17 inches. Te full range of Razer products are available across all consoles, PC and Mobile. Hori, Turtle Beach, Nintendo, and Playseat plus many more to come.
Can you tell us more about the interactive zones and ‘Pit Stop’ Racing Area, Razer laptops and other state of the art tech, and what games are showcased? Jonathan Sutherland: We’re proud to showcase the biggest and best games in the gaming market, and customers can come along to Hamleys and try their hand at BAFTA Games Awards winner ‘Forza Horizon 5’, ‘Fortnite’, ‘Gran Turismo 7’, ‘Rocket League’ and ‘Minecraſt’, using top of the range tech and with experts on hand to answer any questions (and help them score higher!). Certain parts, such as the racing game area, are equipped to withstand high traffic to minimise downtime and allow maximum availability for visitors to the zone.
Where does Exertis see the future of gaming headed and why is this such an important market to the company? Jonathan Sutherland: Retail has to evolve to maintain its relevance. Tis gives a great example of what consumers are demanding now, and where the appetite for immersive experiences are in the future. Te global gaming market continues to grow rapidly, and the UK is no exception, offering new retail destinations for consumers to get hands on with product is vital to support this growth. It’s a great way of demonstrating all aspects of gaming including Console, PC, & Mobile. We are also going to launch direct ship capabilities at Hamleys – if
a customer wishes to make a purchase, they have the option to order in-store for next day delivery, to make ease of shopping in London a reality. We hope to have this live in the autumn.
22 | June 2022
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proactively looking to work with partners on stores of the future. Technology moves so fast and has to be enjoyed hands-on – questions, which cannot be answered remotely are: “what does the keyboard feel like? How does the mouse move? How does a curved screen benefit my experience and enjoyment of a game?” – it’s difficult to appreciate these elements without getting hands-on. Rob Fitzsimons: We’ve been really pleased with the collaborative
nature of Hamleys. From a marketing perspective, this has been – and continues to be – an enjoyable project to work on, and we hope to continue innovating in the gaming space for years to come.
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