Building brand loyality
By making the shop a destanation spot - a place in which the customer can enjoy them selves be it with music, books or food - the retailer gets to engrose the customer within their brand & lifestyle values.
Encouraging gamers to come and play the games they love give them a reason to visit the store and altimately buy what they like.
Creating a place in the heart of Londons West End in which its customers can hang-out and relax will help customer build a loyality to the brand as well as encourage more higher foot fall through the door.