Best Buy’s store experience was falling flat and shoppers came to expect better and more easily accessible information. Due to the number of skus in store and the plethora of information available online, it was becoming difficult to provide depth of category expertise that would position Best Buy as the expert, thus holding their lead.
Armed with this challenge, the Best Buy team sought to develop an innovative store experience — one that not only engaged Best Buy customers with the potential of networked technologies, but also signaled their position as the leading electronics retailer. As well, they wanted to build up their blue shirt associates to ensure they were equipped with the knowledge required by the new savvier shopper base. To achieve this goal, Best Buy’s in-store marketing team engaged WD’s digital services team to create and deploy a digital-retail integration strategy.
35 projects completed globally
- Audited the Best Buy customer and associate experience throughout the live-shop cycle™.
- The WD team fully immersed themselves in the Best Buy brand – reviewing the competitive set of experiences to better understand the new benchmark and shopper expectations for digital-retail integration. They also dove deeply into the customer segments of DIY, Help Me, and Do it for Me.
- Created a digital overlay, factoring in in-store communication hierarchy. This led to the creation of "Connection Zones" as anchors around key categories at key points of influence.
- Best Buy rolled out tests nationwide in 39 stores. There were 15 complete store redesigns in 2 markets.