How Best Buy Keeps Its Customers Happy

In a presentation at last week’s eTail East 2008 conference in Washington, D.C., Barry Judge, chief marketing officer for the consumer electronics giant Best Buy, presented five concepts his company strives to accomplish to ensure its customers have an enjoyable shopping experience, no matter the channel.

1. Make sure the customer knows all that we know. Examples of this include Best Buy publishing the return rates for all of the products it sells, publishing service rates for personal computers, among others, Judge said.

2. Deliver an experience that adds value. Be sure to deliver on all of your promises, Judge advised.

3. Blow the customer away. Best Buy does this by consistently having the latest “hot” item (be it a video game, CD, computer, etc.) available “earlier and faster” than its competitors, Judge said.

4. Don’t leave the customer hanging. Best Buy serves it customers through its “Geek Squad” computer service technicians and a friendly return policy, Judge noted.

5. Make a difference. “What are we doing in the communities where our stores are located?” Judge said Best Buy asks itself. Get involved in the communities where you operate, he advised.

Changes on Tap
In order to mesh with its new concept, “Adding blue makes you happier,” several changes are in the works for Best Buy. You have to embrace change, Judge said, if you want to be around for a while — something Best Buy has managed to do for more than 40 years. All of the changes are targeted to a single brand with multiple touchpoints. Proposed changes include:

* a new logo with the Best Buy name outside of the price tag;

* redesigned storefronts;

* new uniforms for store employees, moving away from the traditional blue shirt and khaki pants uniform;

* a redesigned and upgraded Web site;

* trendier product page inserts;

* the launch of Reward Zone, a loyalty program; and

* investing in Best Buy Mobile, the company’s continued penetration into the cell phone market.