Will Best Buy’s New Initiative Make a Difference?

Best Buy has announced plans to shift its retail strategy from a traditional approach to a newfound focus on technology and customer engagement.

Over the years, Best Buy has marketed itself as a tech authority with knowledgeable salespeople, especially with its team of experts known as the Geek Squad. But now, according to the company, “The role they want us to play in their lives and with technology has evolved. They don’t always need us to be the expert anymore.” Nowadays, shoppers do more research independently and are more familiar with technology.

With its new plan of action, the retailer has decided to concentrate on fostering customer discovery and personalization. In the announcement, the company explained that customers now want Best Buy to “play a bigger role in helping them discover new technology, how it can elevate their lives, and the extraordinary things it can do for them.”

The company’s new tagline, “imagine that,” aims to explore all of the new possibilities of technology, along with an all-new brand aesthetic, including modernized colors.

“We’re embracing this change, and we’re excited about it, because we know it’s where our customers want us to go. This new world of discovery is personal to every customer, their passions and the moments in life that matter most. They want technology to level up their lives — to help them do more of what they love — and there’s no one more passionate and better positioned to do that than Best Buy.”

Jennie Weber, Best Buy’s chief marketing officer, via Best Buy

Additionally, Best Buy will be introducing a new character named “Gram,” who is a futuristic hologram, in its upcoming ads and commercials.

Gram is currently on Best Buy’s YouTube channel as well as various back-to-school ads across multiple media platforms. Gram will help the retailer reinvigorate its YouTube channel, with a promise of offering over 500 new videos in 2024 that feature spotlights on new products, innovators, buying guides, technology tips, and more.

Furthermore, Best Buy’s new “imagine that” strategy includes a more personalized customer experience.

The Best Buy app now “includes a new personalized home page, a Discover tab where customers can explore new tech, a Shop with Videos experience with personalized video content, personalized push notifications, a new Digital Wallet payment and rewards experience and much more.” Customers can also opt to get personalized notifications, ensuring they don’t miss out when a product they’ve been watching goes on sale or when their exclusive member deals become available.

Another change is in the stores themselves. Best Buy’s locations are being transformed by adding more experiential spaces to showcase the latest technology from major brands.

Additionally, partnerships with CNET and Google Cloud aim to integrate expert advice with AI-powered assistants and enhance tech support capabilities, aligning with the company’s commitment to empowering customers through technology discovery and support.

Best Buy’s Blue Shirts and Geek Squad Agents are also being upgraded to feature at least 30,000 expert employees, separated into various specialties such as computers, home theater, and appliances — areas where customers have specifically requested support.

Back in April, the company also announced a combined effort with Google Cloud and Accenture. This move aims to improve customer and employee experiences with generative AI. As a result, AI will be implemented into all of Best Buy’s platforms by the end of summer 2024, helping customers with self-service options for troubleshooting and managing all of their orders and subscriptions. AI tools will also allow customer service agents to analyze interactions and offer accurate recommendations in real time, along with product guides and more.