GameStop is looking to further its customer relationships and it's going to be moving forward with Microsoft Azure.

Microsoft Azure is a cloud based program that works to provide its users not only with collected information, but also apps to supplement that information. Business Wire reports that GameStop will be starting to implement the Microsoft Azure system (the same one used for Xbox One) in order to not only show its customers game trailers, but also collect information that can be used for a more personalized shopping experience from their smartphones or Windows tablets. The information will be based on past purchases which will help sales associates recommend future products.

Jeff Donaldson, senior vice president of GameStop Technology Institute had nothing but good things to say about the collaboration with Microsoft. “Microsoft has always been a fantastic and innovative company for GameStop to collaborate with, both in the technology space as well as with their video game consoles and titles,” Donaldson stated.

Likewise, Tracy Issel, general manager of WorldWide Retail, Consumer Goods, Hospitality and Travel at Microsoft seemed pretty excited about the collaboration as well. “Our collaboration with GameStop shows the types of things that are possible when Azure is used to enhance consumer engagement. GameStop is utilizing our cloud computing technology in their brick-and-mortar stores in new exciting ways, and demonstrating the type of retail technology applications we can build on Azure moving forward," Issel explained.

If you haven't been living in a hole for the last few years, you would have noticed that more and more companies are pushing towards a more personalized shopping experience for their customers and it seems that GameStop will be hopping on the train with Microsoft at the wheel.