Friday, November 17, 2006

Best Buy makes changes to appeal to women

StarTribune.com of Mineapolis and St. Paul writes about Best Buy's new marketing experiment to woo women shoppers this holiday season. Usually one the the biggest turnoffs about Best Buy stores, as perceived by women, were the loud music, cluttered aisles and crowded checkout lanes but the company has embarked on an experiment to appeal to women. In 60 of its stores, Best Buy has increase aisle space, addes play areas for children, trained its staff on how to communicate with women customers and reduced the volume to loud music.
The changes represent an admission by Best Buy that, 40 years after opening its first store, the retail chain still hasn't figured out how to connect with female shoppers.

"We know we haven't figured out women and shopping, but we're committed to figuring it out," said Erin MacMillan, a Best Buy spokeswoman.

Best Buy is also experimenting with "women's shopping nights," in which experts are brought in to share ideas on how to shop for consumer electronics. On Wednesday evening, for instance, representatives from the women's magazine Real Simple were on hand at 10 Best Buys, giving tips on how to budget for holiday spending and maximize time while shopping.

No comments: