Best Buy is repositioning the customer-facing part of the business, including promoting a new tagline, Imagine That, introducing fresh advertising and enhancing the service offering, to better serve the range of shoppers in the way they want and reemphasize the thrill of discovery.
To do so, Best Buy is launching a wide range of initiatives, many of which focus on ramping up personalization efforts. Already, the company has rolled out new features on its app, including customized home pages and a Discover tab where customers can explore new tech. In addition, the app features a Shop with Videos element with personalized content, personalized push notifications and a new Digital Wallet payment and rewards function. In time for the back-to-school season, Best Buy is providing personalized alerts to ensure consumers get word when a product they’ve looked at goes on sale or when the company offers exclusive member deals.
Later this summer and into fall, Best Buy will debut more experiential spaces in hundreds of stores to showcase the latest tech from brands such as GoPro, Tesla, Lovesac, and Starlink, the company noted. It is adding dedicated customer support teams in computing, appliance and home theater sections, a move in response to customer feedback, according to Best Buy.
As the company characterizes it, Best Buy is building a world of discovery centered on asking our customers: What if? It developed the Image That tagline in answer while pattering the change in its store and virtual shopping platforms under that theme. Best Buy is introducing modern styling and graphics that it will phased in over time including a refreshed color palette. Best Buy’s trademark blue and yellow color scheme isn’t going away but will get some elaboration with hints of magenta, teal and red. Best Buy intends to introduce the updated color scheme and a modernized tagline look across a variety of media channels to infuse its messaging with energy and vibrancy, the company stated.
In advertising, Gram will emerge as a character designed to spark customer curiosity, help with discovery and talk about tech. Best Buy is introducing Gram in the company’s new back-to-school advertising across TV, online and social media platforms.
Best Buy is planning significant expansion in response to growing consumer demand for video. It is expanding its video portfolio, which will expand to 500 presentations on the Best Buy YouTupe channel by year’s end. Consumers can also tap the videos on the Best Buy app and bestbuy.com. The 500 videos will triple the format’s availability as supported by the company.
In addition, Best Buy maintained that its partnership with CNET, announced in April, will give consumers access to unbiased expert editorial content through every stage of the shopping task in-store, on the app and through its website. A new partnership with Google Cloud launching this summer will provide shoppers and employees with more personalized, best-in-class tech support experiences, including a gen AI-powered virtual assistant for consumers who prefer a self-service option.
The repositioning comes after Best Buy determined that its customers are more familiar with technology, do a tremendous amount of research on their own and understand that the company can help with its particular expertise when needed. Shoppers want it to play a bigger role in helping them discover new technology, the company asserted, and how it can elevate their lives, as well as the extraordinary things it can do for them. Best Buy developed repositioning as a way to work with each consumer in a way the shopper prefers.
“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, Best Buy chief marketing officer, in announcing the repositioning effort. “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.”
