Best Buy Evolves
By now, most of you have heard or read the news that Best Buy has opened a new store in Aurora, Colorado, with a lot of changes that were inspired by women (both internally and externally). What I love about this story is that it shows how the brand has continued to evolve and be guided by women, making incremental changes that are likely to be loved by all its customers.
From earlier concepts like eq-Life to their “Jill” stores, Best Buy has just kept on tweaking, and their process has become are a great example for brands in any industry to follow. Women don’t need you to make changes and understand them thoroughly overnight, but they really appreciate knowing that you are continually trying to get there.
Interestingly (and wisely, I believe) it sounds like the Colorado store is not labeled as “for women,” but that Best Buy is using the women-guided angle in its initial public relations efforts. In a way, the retailer is bridging the old ways of marketing to women – where publicizing the gender-specificity of a project was almost the point of the exercise, with the next generation ways- where publicizing the gender-specificity of a project will be irrelevant, as long as the brand/product serves consumers in significant new ways.
Evolution becomes revolution. Congratulations to Best Buy.
