How Best Buy Engages Shoppers

The Wall Street Journal: “Best Buy, the electronics giant left for dead a few years ago, is bucking America’s retail slump by turning its cavernous stores from a potential drag on its business into a way to fend off Amazon.com Inc.”

“To fend off digital competition, Best Buy gave up efforts to charge consumers more in stores than online. It promised in 2013 to match online competitors’ prices and brought its prices in line with Amazon’s—a move that has paid dividends now that shoppers can instantly check prices on their smartphones … The price guarantee made a loyal shopper out of Anton Robinson, a 34-year-old lawyer in New York City. He buys his music equipment from Best Buy because he prefers to test products in person and doesn’t have to compare prices.”

“Best Buy also found a way to get more out of its giant stores. The company eliminated much of the floorspace once dedicated to DVDs and other media and has given it to brands such as Samsung, Verizon and Microsoft , which both pay rent and provide staff with expertise … Best Buy plans a nationwide rollout of in-home advisory services, in which consultants will visit consumers to field technology questions. Says CEO Hubert Joly: “Having these conversations in the home unlocks all sorts of discussions with the customers. There’s some needs that people never talk about in the stores.”

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