Big box electronics stores like Best Buy have been hit hard by ecommerce outfits like Amazon.com, which can offer vast selection, low prices and fast, free shipping without the overhead of a nationwide network of stores.
Still, big box stores have a great advantage in that shoppers can actually see and feel products before they commit to a purchase. The problem is that consumers are researching products in stores and buying online.
Best Buy’s interim CEO Mike Mikan told Internet Retailer that “showrooming,” the buzzed about trend of in-store research, online purchase, is something the company hopes to reverse by bringing the best of the online experience to brick-and-mortar locations.
Employees will now be armed with mobile devices such as tablet computers to assist shoppers with researching a product and exploring customer reviews. Internet Retailer reports that more details on the strategy will emerge later this summer.
“We can no longer just focus on the box,” Mikan told shareholders in a recorded webcast on the retailer’s web site. “We must focus on both the physical and virtual customer experience, and our capital investment must reflect that.”
Best Buy grabbed headlines last holiday season for botching online orders. The STELLAService EXCELLENT rated company says new technology and procedures have been implemented to avoid a similar occurrence.