Best Buy’s new strategy includes AI, holograms, reimagined stores and more
Best Buy is launching a new strategy as its looks to revive sales and leverage innovations such as AI to help provide more personalized experiences and tech help for customers.
As part of the plan, the consumer electronics giant will introduce experiential spaces that showcase the latest tech in hundreds of stores and add more dedicated staff in its computing, appliance and home theater sections, areas where Best Buy said customers have indicated they want support.
In addition, through a partnership with Google Cloud, the company said it will provide customers and employees with more personalized, “best-in-class” tech support experiences, including a generative AI-powered virtual assistant for customers who prefer a self-service option.
Best Buy is also doubling down on video content. The company is creating a new lineup of videos focused on innovators, new products, discovery, tech tips, buying guides and more. More than 500 videos will be rolled out by the end of the year on the Best Buy YouTube channel and on its app and website.
The retailer has also rolled out an array of new features on its app, including 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 more.
“Customers can also now choose to receive personalized alerts regarding to make sure they don’t miss when a product they’ve had their eye on goes on sale, or when their exclusive member deals go live,” Best Buy said.
In time for back-to-school shopping, Best Buy is also launching a new marketing campaign with the tagline “Imagine that.” The campaign features a “spokeshologram” named Gram, who will be featured in the chain’s back-to-school ads, which will run across TV, online and social media platforms.
Along with the new tagline, Best Buy is also updating giving its brand a more modern look and feel, which will be phased in over time. The refreshed color palette will add hints of magenta, teal and red to its iconic blue and yellow hues.
“We’re embracing this change, and we’re excited about it, because we know it’s where our customers want us to go,” said Jennie Weber, chief marketing officer, Best Buy. “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.”
