GameStop 2014 Annual Report Download - page 29

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Nintendo, Skylanders from Activision and licensed merchandise and collectibles primarily related to the video game, television
and movie industries.
StoreOperations
As of January 31, 2015, we operated 6,690 stores, primarily under the names GameStop, EB Games and Micromania. We
design our stores to provide an electronic gaming atmosphere with an engaging and visually captivating layout. Our stores are
typically equipped with several video game sampling areas, which provide our customers the opportunity to play games before
purchase, as well as equipment to play video game clips. We usestore configuration, in-store signage and product demonstrations
to produce marketing opportunities both for our vendors and for us.
Our Video Game Brands stores average approximately 1,400 square feet and carry abalanced mix of new and pre-owned and
value video game products and mobile products. Our Technology Brands stores vary in size, with an average size of approximately
1,800 square feet. Our Spring Mobile managed AT&T and Cricket Wireless branded stores carry wireless products and accessories,
and our Simply Mac stores carry Apple and other consumer electronics. Our stores are generally located in high-traffic “power
strip centers,” local neighborhood strip centers, high-traffic shopping malls and pedestrian areas, primarily in major metropolitan
areas. These locations provide easy access and high frequency of visits and, in the case of strip centers and high-traffic pedestrian
stores, high visibility.Wetarget strip centers that are conveniently located, have amass merchant or supermarket anchor tenant
and have ahigh volume of customers.
Site Selection and Locations
Site Selection. Site selections for new stores are made after an extensive review of demographic data, including data from
our PowerUp Rewards loyalty program, and other information relating to market potential, competitor access and visibility,
compatible nearby tenants, accessible parking, location visibility,lease terms and the location of our other stores. Spring Mobile
managed AT&T and Cricket Wireless branded stores are selected after approval from AT &T.Simply Mac stores are selected with
input from Apple. Most of our stores are located in highly visible locations within malls and strip centers. In each of our geographic
segments, we have adedicated staffofreal estate personnel experienced in selecting store locations.
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