In a recent interview with GameStop’s Eric Bright, featured on Rolling Stone’s website, he was asked about their infamous forced bundles, where items were picked and bundled together with hardware for customers to buy. Bright advised that this was convenient and was designed for a better shopping experience for customers. Here’s his full response below:
“We really try to do a great job of paring up items with things customers like to buy. In the case of the Switch, we know the customer is going to want a way to charge the Joycon (controllers), so we often throw in a charging device. We know the Switch has limited memory and customers like to download games, so we’ll add a memory stick. And then you need a game itself, because what good is a piece of hardware without a game to play with it? We make it more convenient. We put some items in the bundle from ThinkGeek.Com, retro items that would appeal to those buyers.
Customers have the opportunity to come into our stores and choose the accessories that they would like to bundle with their hardware, or buy online the pre determined bundles we have put together to help make the shopping experience more convenient. Customers also have the option of coming to into our GameStop stores to purchase non-bundled product.”
An example of a forced bundle at GameStop was the SNES Classic Edition Bundle which included the SNES classic, and a Zelda themed chess set. Bundling such in-demand items with items such as the chess set, for instance, has caused some controversy, as some customers argued that they would like to purchase the item on it’s own or with an item more relevant to the hardware.
What do you think of the forced bundles? Let us know in the comments below.