Why Best Buy loves mobile
Now here's a retailer that
gets it.
Best Buy (big US electronics retailer - similar to Harvey Norman) has just produced an in-house video on the importance of the mobile device and how they use the channel to shape customer interaction.
It's a 4 minute gem that gives a management, sales staff, and customer perspective as to why mobile is such a key part of the Best Buy experience. To reinforce the point Tracy Benson - Senior Director of Interactive Marketing at Best Buy - ran the following exercise at a conference recently as told by Ellen Davis of the National Retail Federation in the US:
"…Benson began her presentation at the
2010 Retail Innovation & Marketing Conference by asking people to swap cell phones with the person sitting next to them. There was a lot (and, I mean, a LOT) of hesitation, but most people followed directions. Then we were asked to trade phones with another person close by. More hesitation ensued, but most people obliged.
At my table, I ended up holding the BlackBerry of a guy I’d never met and he (gasp!) was cradling my iPhone. It made me cringe. This short exercise was a powerful reminder to me – and, likely, many other attendees – of the personal value we place on our mobile devices."
Full blog post by Ellen Davis.
Posted by:
Mike Boyd, Strategy Director