I saw an interesting television commercial from Best Buy over the weekend billing themselves as “Your Ultimate Holiday Showroom.”
Have they seen their fate? Are they recognizing that consumers have been using them as Amazon’s technology demo floor for awhile now? Are they acknowledging that a neighborhood store doesn’t guarantee loyalty? Consumers may come into their store to “kick the tires” on the latest gadget only to go home and purchase the product online.
One things for sure, adding a low price guarantee to the commercial and their web site reinforces that they understand price is always part of the equation. Will they now take this to the next level and give consumers the in-store tools to show them they’re getting a good price? Or, will the price guarantee be painful to enforce both for the store personnel and the consumers?
I don’t believe they need to be the absolute lowest price. There is, after all some value in the instant gratification of taking the product home with you right away. But that premium isn’t going to be as high as they’ve envisioned it in the past.
This is a nice step for Best Buy. It will be interesting to see how it continues.
What can Best Buy do in their stores to help you make the purchase?