Monday, November 4, 2013

Best Buy Trying to Use Showrooming as an Asset

While I can admit that I have visited a Best Buy retail location to test out a product before buying it cheaper at Amazon or even going across the street to Wal-Mart or Target, it seems that Best Buy is getting serious about promoting its low price guarantee.

While only a few major Internet retailers are listed in the policy, having a certain amount of leverage to get a lower price is a nice asset.  Of course, Best Buy is merely embracing the “showrooming” effect, according to the Wall Street Journal, as a way to get customers into stores.  After all, as an Internet writer or blogger can tell you:  traffic is traffic.

People who pop into a Best Buy can easily be mesmerized by all the shiny displays and fresh electronics, and buying something, even a $5 DVD or Blu-ray, is usually a slam dunk.  Of course, customer service has long been an issue for the electronic retail giant.  While I used to get asked by three or more people “If I need help with something,” now I can browse a will, but when I need something out of the case finding someone can be a challenge.

Sure the store has gotten better, and the employees have gotten more friendly and easier to talk to, but does the cashier always have to ask “Do you need a bag for that?”  I mean I’ve got six items here, I could use a bag.

Hey the company is managing to stage something of a comeback, but my question is pretty simple:  Why not have the lowest price in the first place if you are willing to match the price of another retailer?  This is a technology retailer, which means keeping track of what Amazon or NewEgg is charging for a specific item should be a no-brainer.  Why make customers do all the leg work?  Why not stand up and say “We found it cheaper so you can have it cheaper.”  

No comments:

Post a Comment