THE WORK 

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BEST BUY GETS READY FOR

BUSINESS

OBJECTIVES

  • Increase awareness of Best Buy business offerings among small businesses
  • Migrate best retail customers to direct channel
  • Convert best direct channel customers into relationship customers

SITUATION

Customers know that the store with the big yellow tag is a great place to buy mobile phones, camcorders and TVs. Best Buy wanted to replicate their consumer success among business customers. But its new business unit — Best Buy For Business — couldn’t win the confidence of that potentially huge customer segment.

ready for business

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CUSTOMERS SHOP AT BEST BUY FOR THEIR BUSINESS

SCHERMER Insight:
Business customers want buying experiences that recognize their unique technology needs.

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THE SOLUTION

We translated the Best Buy consumer brand into the B2B marketplace with a simple strategy: Make the Best Buy brand relevant to the needs of small-to-medium business customers. Everywhere they connected for advice and information, they encountered “Ready for Business” messaging about Best Buy business-class products, services and knowledgeable people. Best Buy For Business grew from a small initiative to a key revenue driver for Best Buy. Today, the big yellow tag represents a trusted partner that helps small businesses get ready for anything.

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60%

60% INCREASED INTENT TO PURCHASE BUSINESS TECH