Best Buy Case Study Analysis

Jun 21st, 2015
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Since women influence 89 percent of consumer electronics purchases and spend $68 billion on them each year(Brady & McGregor, 2007), why do most consumer electronics stores cater to men.

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Nate LindstromProfessor FruchterMarketing Principles10 February 2011Best Buy Case Study AnalysisSince women influence 89 percent of consumer electronics purchases and spend $68 billion on them each year [ CITATION Bra07 \l 1033 ], why do most consumer electronics stores cater to men? This was a question that Julie Gilbert, a Senior Vice President at Best Buy (NYSE: BBY), asked herself in 2003 when she launched the companys store within a store concept in an effort at improving customer relations with female consumers: specifically those collectively referred to as Jill, the prototypical soccer mom who is a busy suburban mom who wants to enrich her childrens lives with technology and entertainment [ CITATION Ker11 \l 1033 ]. The idea of grouping customers by demographic and shopping interests and styles, and then naming the groups as though they were individuals came about when newly-promoted CEO Brad Anderson began looking for new ways to continue Best Buys growth. He adopted the theory of customer centricity, first created by Professor Larry Seldon of Columbia University, in an effort at building on Gilberts successes with Jill and expanding the program to target four additional segments: Barry, the affluent male professional; Carrie and Buzz, the young early adopters; Ray, the more cautious practical adopter; and finally, the owner of a small business who has specific technology needs [ CITATION Ker11 \l 103

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