What Now With Geeks Out at Target?
In case you were wondering, the answer to last month’s RetailWire headline, Are Geeks Out of Place in Target’s CE Departments, was, "Yes."
Less than two months after Best Buy’s Geek Squad members were deployed to Target stores in Kansas City following a successful test in the Denver area, word comes that the plug is being pulled on the program.
It would appear that Best Buy made the decision to terminate the deal based on positive statements about the program made earlier in the year by Target CEO Gregg Steinhafel.
"As part of our ongoing Renew Blue business transformation efforts we have been very clear that we are focused on the company’s core business, including the Geek Squad opportunity with Best Buy’s own customers," Matt Furman, a spokesperson for Best Buy, told the Minneapolis Star Tribune. "We have valued our collaboration with an outstanding Target team, whom we admire and respect as retail leaders and hometown business colleagues."
Based on the apparent success of the Geek Squad test from a Target standpoint, the question is whether the mass merchandiser will seek another partner to offer technical support or if it will look to develop a solution in-house.
"Target is committed to providing our guests with the latest products and tech support services coupled with our exceptional everyday value," the company said in a statement. "We will continue to evaluate opportunities to meet our guests’ needs and deliver on our ‘Expect More. Pay Less’ brand promise."
- Are Geeks Out of Place in Target’s CE Departments? – RetailWire
- Best Buy and Target end Geek Squad experiment – Minneapolis Star Tribune
What do you expect Target to do following the termination of its program with Best Buy’s Geek Squad? What does the end of the program tell you about Best Buy?