• eMarketer, Thursday, June 11, 2015 12:30 PM

While mobile commerce accounts for a larger share of ecommerce, accessing the web through a mobile device is also driving sales at some brick-and-mortar locations. Jason Allen, vice president of multichannel strategy at GameStop, the video game, consumer electronics and wireless services retailer, spoke with eMarketer’s Lisa Barron about the company’s mobile initiatives. How important are mobile sales to your overall mobile strategy? Jason Allen: We focus less on direct mobile sales and more on the sale. We absolutely measure the people who come to us on a mobile device and purchase from a mobile device. That is much fewer than the number of people who come through a mobile device, research a product and then purchase that product from a store within 48 or 72 hours. So we’re more focused on influencing sales because that’s the bigger piece of the pie.

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