Best Buy Has a Secret

And it's not telling us what it is. 

Best Buy announced last week that it will be making its first ever superbowl ad appearance, taking a shot at getting our attention amongst the beer ads and GoDaddy girls.  Crispin will be handeling the television spot, which has recently created a few commercials I am a fan of: Ikea, Windows Mobile, Kraft.  So, I have some high hopes where entertainment value is concerned.

Why is Best Buy purchasing ad-time during the Super Bowl?  Because, they have an announcement that will "revolutionize retail".  The exact way retail will be revolutionized is still under wraps, but I think there are two options.

1.  Radically revamp their store layout and design.  Create a store design that reflects current consumer psychology and modern technology trends.  But, they have already been doing remodeling stores (as discussed by Mr. Graham in How Best Buy is Revolutionizing the Way we Shop).

2.  Integrate web-presence with brick and mortar stores.  Consumers are smarter than ever: Consumers want to learn about the products they are buying (see Trader Joe's).  What better place to do it than a technology store?  

• Make user reviews accessible via in store terminals or electronic price tags.
• Conduct workshops and classes for technology à la Apple.
• Offer virtual comparison shopping for similar products and back it up with knowledgeable staff.
• Continue to refine online ordering / in-store pick up.

Best Buy is poised to become the premier electronics retail in the country.  Its direct competition has fallen over and now they must compete against the big guys: Target, Wal-Mart, and more.  I have high hopes for the revelation and resulting impact of this secret as Best Buy takes charge of the electronics marketplace.

Photo: Ian Muttoo