Member Article

Games Workshop Appoint PRWD to Kick-Start Their Digital Transformation Strategy

Breaking with their tradition of internal development, Games Workshop is implementing a new digital strategy and sought out PRWD to kick-start their plan with an in-depth behavioural research project.

This appointment forms the first step of Games Workshop’s digital transformation plan in becoming a leading multi-channel retailer.

Known for their amazing in-store experience and their loyal community which spans all around the globe, Games Workshop recognised the need to tap into this community’s passion for the brand to form the core of their online experience.

PRWD, renowned for their user-centred conversion optimisation and design projects, utilise one-to-one user research to connect businesses to their customers in the digital age. The insights from this project have fed into new UX designs of core areas of the Games Workshop website, alongside establishing the strategic direction for their planned personalisation strategy to engage differently with their unique groups of online visitors.

PRWD already work with a number of the UK’s leading multi-channel retailers such as Wilko, Moss Bros, Bensons for Beds and Schuh.

Jim Butler, Global Web Sales Manager at Games Workshop commented, ‘Twenty minutes into the first of two days’ worth of workshops I knew we’d made the right decision. Not just that the user testing itself was worthwhile, but that Paul and his team were very well equipped to get the most out of the sessions. They helped us create the scenarios and did a great job in summarising the key opportunities, but what impressed me the most was how well they facilitated the workshops. In just a few short meetings it felt like they had gained a deep insight into our customers, our products and our business, which meant they were able to ask precisely the right questions to extract the maximum value from the project.’

Paul Rouke, Founder and CEO at PRWD commented, ‘To have Games Workshop join our growing list of major multi-channel retailers we work with is such a great achievement for us. In my experience, Games Workshop are one of the few (of a slowly growing number of) brands who truly recognise the importance of gaining a deep understanding of their users’ behaviour, in order to establish the foundations for continuous growth through intelligent conversion optimisation. I fully expect the insights we will be providing will deliver Games Workshop with long term, strategic insights which will help drive their digital transformation over the next few years’.

This was posted in Bdaily's Members' News section by Rachel Whelan .