tailieunhanh - Ebook Contemporary marketing (13th edition): Part 2

(BQ) Part 1 book "Contemporary marketing" has contents: Relationship marketing and customer relationship management; developing and managing brand and product categories; developing and managing brand and product categories; integrated marketing communications; advertising and public relations,.and other contents. | 11/14/06 3:27 PM Page 310 CHAPTER 10 Best Buy Bets on Customers Best Buy’s CEO, “We were treating every customer as because research showed that female shoppers strongly more sophisticated. Most consumers need more and though they were the same.” But its research showed disliked it. Personal shopping assistants at “Jill” stores more assistance to make their way through the retail that the company was earning nearly half its sales from are available to walk female customers through the maze. They must decide not only what to buy but how 10 percent of its customers. So Best Buy set out to purchase decision. “Ray” stores are pitched at the to install and network the equipment. And then there’s court these big spenders with a new “centricity” budget-conscious family man and emphasize flexible maintenance and service. With all of these complica- approach that customizes the layouts of its stores and financing options, while “Mr. Storefront” locations are tions, where can customers turn for help? the services they offer for five separate categories of specialized for the small-business owner. Best Buy has an answer. The $30 billion consumer electronics retailer has carefully studied its customers, customers, which bear people’s names. “Barry” stores cater to the young-professional tech The centricity concept, backed by extensive sales and demographic research to identify the best personal- their needs and habits, its own sales figures, census enthusiast with upscale TVs and home theater systems. ity for each individual store location, has been over- data, and the layout and appearance of its 900-plus “Buzz” stores appeal to young gadget lovers and boast whelmingly successful. So Best Buy has accelerated its stores, and it has formulated an innovative strategy for game consoles and a big selection of DVDs and CDs set transformation to bring more of its stores into the cen- retaining its nearly 20 percent .