Sponsored. Grady Chiu is the General Manager of Good Games Australia, the country's No.1 Tabletop retailer with over 30 locations including the United States.
I believe Good Games is truly unique in our space. We have 30+ locations in Australia alone, and two stores in the USA (and many more to come!). We've become a household name for all tabletop gamers in Australia whilst holding on to our friendly local game store persona. But as we do the hard work of growing our business of fun, I also wanted to share some essential lessons I learned in running a successful game store like Good Games.
While Organized Play (OP) is a key part of our identity as game stores (from running weekly events to regional qualifiers), the retail side of the business is a major priority and is essential to growing your business sustainably. We needed to ensure our team is well-versed in customer service and retail sales before diving deep into OP events.
It sounds simple, but understanding the products we sell and other basic sales tactics is the first step in building a sustainable business in the gaming space. You can't drive enthusiasm for the game if you don't know the game inside and out! OP has its role in helping build your customer base and getting brand advocacy out there, but if your staff cannot sufficiently answer a new customer query, you're no different from any online retailer.
One of the most important lessons I've learned is picking the right people to work with. At Good Games, we're all gamers at heart. Even if some of us don't play as much as others, we understand and are passionate about the importance gaming has on society as a whole. So, when I approach hiring, I look for people who not only understand the business but share that passion for gaming.
You can train staff on many things, but dedication to the product isn't really one of them. We wouldn't have gotten to the size we're at now without the gamers who have assisted us every step of the way. When you hire right, and treat your staff right – they'll stay. I'm incredibly proud of the fact that we have plenty of team members who have celebrated 10-year milestones with us. There's plenty of underlying knowledge and expertise that just comes with being in the business for a long time. It's valuable, and near-impossible to buy.
Transparency is key – let your team know exactly what you're aiming to achieve, and they'll be more likely to get on board. When everyone's on the same page, you create a cohesive atmosphere for your business. That's where success happens.
As a store that specializes in OP, the community is everything.
The truth is, the community can make or break your store, and I've seen it firsthand. By listening to what they want (within reason, of course!) you can offer tailored experiences that keep them coming back. You might be surprised how much the community will teach you if you're willing to listen. The thing is, your community also wants you to be a successful business which means usually they're open to your feedback as well.
Whether you like it or not, word of mouth is powerful.
Treat every customer with respect – no matter their background, interests, or experience level. Everyone is welcome at Good Games, and that's something we take seriously.
Creating an inclusive and welcoming environment means that people will talk positively about their experiences, and that reputation will follow you. At the end of the day, the most reliable source of marketing is word of mouth. Create great experiences for customers to talk about and incentivize them for talking!
5. Set Aside Your Personal Interests
Not every personal hobby fits the store's brand. For example, I myself am an avid comic book collector. But while I loved comics, I realized that this wasn't exactly the direction we wanted to take as a brand. If something doesn't align with the store’s focus, don't get too attached to it.
Similarly, if you're applying your personal interests to the store, make sure to do the research. Just because you love something doesn't mean your customers will, so it's important to check if it's a good fit before investing too much time in it.
Final Thoughts
Running a game store is more than just about selling products – it's about creating an experience for your customers. "A happy place" where you respect your community, and build a team that's as passionate as you are. Keep these lessons in mind, and you'll find success in both your business and your relationships with customers. It's all about balance, passion, and a clear vision!
Interested in running your own game store? Good Games is opening up franchising in the U.S. Start living your tabletop dreams and enquire about franchising today. Simply head to https://www.goodgamesna.com/franchise-opportunities/ or email rob@goodgames.com.au for more information.
