Best Buy is absolutely right to focus on its people and the service they deliver to the customer. While I would not say this is an insurmountable advantage — there are many other companies that deliver good service, including some online — it is definitely a strong differentiator.

As for the logo, I would love to know how much they paid to have it refreshed. It looks like it was made by a 5-year-old in Microsoft Paint!

Nothing is “insurmountable” in retail. But it’s nice marketing fodder, for sure. Having said that, focusing on the Blue Shirts is super smart and really, in this world of “one click” for just about anything anytime anywhere, same day is the best possible strategy. We did a study called “Amazon Can’t Do That” a few years back and the clear winner was great customer service, by a human. It has been so easy for retailers to take their eye off that ball you need not wonder why AMZN has flourished. Good for BBY. Stay the course.

In an age where consumers can buy whatever they want from any number of places – in-store, online, catalogs TV – Best Buy is smart to push its people because they are what sets any retailer apart from another.

I have to say that the customer service in every Best Buy store I have visited this year has been exceptional. The associates are well versed in what they sell and there are a lot of them on the sales floor. You only have to look at our Twitter feed to see what we think of the associates in Best Buy’s Algonquin, Illinois store. (Shout out to Tim S.)

Lots of companies talk about the importance of good customer service, but it’s really only lip service. “Let’s talk about what’s possible.” I’d say Best Buy is off to a great start.

Best Buy’s key differentiators are their empowered, educated and passionate salespeople. That one-on-one consultatory sales experience is what is driving customers back to the big box electronics store. I wouldn’t say it is an “insurmountable advantage,” however, it’s certainly a competitive advantage. While instinctively we are all turning to our online and mobile channels to research, shop via Amazon, consumers ultimately enjoy having a guided shopping experience, especially for such high ticketed and complex items.

Retailers such as Best Buy are wise to drive storytelling, building closer relationships with their local communities, and forging solid connections with their customers. This is what is keeping brick and mortar retail relevant, and bridging the digital divide gap.

Let’s be honest. Best Buy’s turnaround was making their stores Store-Within-A-Store and having vendors man them. I’m not sure how this is their people.

Short and sweet: it always comes down to relationships established by associates with customers. This emphasis really creates a “contract with the customer” that lifts the associate’s self-belief that they are the the experience, and responsible to supply each customer with a new level of extraordinary service. Great move!

Difficult to label any advantage in business today as “insurmountable.” What Best Buy has done very well over the past several years is recognize and address the onslaught of online business in the categories they sell. Part of their success has been the Geek Squad and having expertise on the sales floor to inform the customer with the why and how of electronics. The store within the store concept and vendor partnerships have also helped. In today’s environment when the same product can be purchased online or in a store and deliveries becoming faster and more reliable, it becomes more difficult to differentiate other than on price. Best Buy is betting, and correctly so, that as technology and connected gadgets become more mainstream, there will be a rise in consumer anxiety reminiscent of the old “how do you work the TV remote.” The answer is to build on the trust developed with their “blue shirts” and provide that insurmountable advantage. Good strategy, easily copied, but difficult to sustain and execute. Best Buy does have an… Read more »

There’s no question that each retailer’s front line people are the core of their competitive advantage. And Best Buy seems to have done a good job in building their team.

But should they be the focus of their advertising? This campaign risks raising consumer expectations that their people can never meet. Best Buy remains a massive national chain with vast numbers of employees. By setting expectations in tech — an arena which frustrates many consumers — Best Buy is setting itself up to fail to deliver to the vague shopper vision of expectations.

I’m reminded of endless (bad) campaigns by the big investment firms claiming their people will get you a better retirement for your money. In fact, it all depends on WHICH specific person you’re dealing with.

Yes, people are the core to retail success. No, don’t put it in your advertising in that way — you can only fail.

Best Buy is right to market its people. Associates and other in-store staff are the people that will drive the experience and that is what will differentiate for the company. Of course, execution is critical as marketing a great customer experience through its people without providing them with the tools and training to enable a great customer experience will be the worst possible outcome. Love the turnaround story and applaud Best Buy for great execution of their Renew Blue strategy.

The challenge I see with Best Buy’s campaign is making it authentic and genuine. It is way too easy for one store manager acting like a jerk, or a few disaffected employees ganging up on Twitter or YouTube to make this look like all sizzle and no steak. And once that’s out, the message isn’t just ruined, it makes the company look like the worst kind of rapacious corporate machine that is exactly what most people want to avoid. The messaging is good — but is Best Buy really, really delivering on the promise behind the scenes? And can they sustain that over time? I’m not saying it’s impossible — Costco and Container Store always get rave reviews for how they treat their employees, but it’s built into their culture and their brand promise from top to bottom. I’m also not saying it’s impossible for Best Buy, but for them, it is definitely a case of remaking a culture that once completely devalued the store employee, and cheated customers to boot. It’s pretty hard to… Read more »

Best Buy’s people can provide valuable advice and suggestions to its customers, especially to those who do not have an in-depth understanding of the technology they are interested in buying. This personal touch in the store provides an advantage that online sellers cannot provide. With regard to retail competitors, Best Buy’s associates will need to continue to be educated to stay ahead of them. While I am not a fan of the new Best Buy tag line, the message about helping customers in the stores is the right one.

No advantage is insurmountable, but as a customer I’d rather interact with Best Buy associates rather than commissioned sales people. And, yes, I think de-emphasizing price and emphasizing humanity may strike exactly the right note.

Their people have to be their differentiation. The Geek Squad model could be a growing opportunity for further specialized service with IoT, smart homes, and even as farfetched as dedicated technical services and support. Want a web developer? Get a Geek Squad consultant over for coffee tomorrow at 11 a.m. to talk through your project. With Circuit City, CompUSA, and a number of other players long gone, Best Buy could become the de facto electronics services arm for or against Amazon.