Shopper Marketing - August 2018 - 52

52

SHOPPER MARKETING AUGUST 2018

SHOPPING WITH STEVE
Steve Frenda, managing director -
community development for the
Path to Purchase Institute, has been
a passionate retail watcher for more
than four decades. Having worked as
a retailer, for a brand manufacturer
and in the infotech world, he is
an authority on the entire path to
purchase and its changing face.
Contact Steve at sfrenda@p2pi.org.

Best Buy in
Schaumburg, Illinois

FRENDA: The
stunning Samsung
"store" is a onestop shop featuring
an array of Galaxy
devices, including smartphones,
PC's, tablets, smart
watches and a variety of headsets and
headphones.

FRENDA: A significant number of major brands have a store-within-a-store at Best Buy.
Among them, Microsoft promotes its Windows software through a variety of PC brands,
including Dell, HP, ASUS and Lenovo.
FRENDA: The most
significant store-withina-store, as you might
imagine, is the Apple
entry, which includes a
wide range of iPhones,
iPads, Macs, wireless
headphones, earphones
and smartwatches. It's a
miniature version of an
Apple Store.

FRENDA: Even the "shelf
sets" are taking on a new
look in several departments.
Best Buy has made a major
commitment to smart home
devices as a category of
the future. Major segments
include home monitoring/security, thermostats, lighting
and entertainment - all integrated by voice assistants.

Steve Says:

FRENDA: Looking for
newer entries, I found
the Amazon Alexa kiosk
is filled with the original
Echo, plus extensions
such as Dot and Plus,
as well as video models
now available in Echo
Spot and Echo Show,
which play a variety of
media from Amazon
Prime. Not pictured is
another standalone
kiosk that promotes the
Amazon Fire series of
handhelds and tablets.
It is designed to play all
of the media on Prime
as well as shop.

If you haven't shopped at a Best Buy store recently, stop in. You're in for a pleasant surprise.
Amazon and the rest of the e-commerce world can't generate the experience that Best Buy
now delivers. A very visual environment coupled with knowledgeable "Blue Shirt" associates and price-matching guarantees seems to be a formula that is working. There are a lot
of retailers that could learn a great deal by studying what this 50-year-old retailer has accomplished in reinventing itself as a destination. Bottom line: If you are a brand and want
to be noticed (and sold), you must invest in smart packaging and display.



Table of Contents for the Digital Edition of Shopper Marketing - August 2018

Contents
Shopper Marketing - August 2018 - Intro
Shopper Marketing - August 2018 - 1
Shopper Marketing - August 2018 - 2
Shopper Marketing - August 2018 - Contents
Shopper Marketing - August 2018 - 4
Shopper Marketing - August 2018 - 5
Shopper Marketing - August 2018 - 6
Shopper Marketing - August 2018 - 7
Shopper Marketing - August 2018 - 8
Shopper Marketing - August 2018 - 9
Shopper Marketing - August 2018 - 10
Shopper Marketing - August 2018 - 11
Shopper Marketing - August 2018 - 12
Shopper Marketing - August 2018 - 13
Shopper Marketing - August 2018 - 14
Shopper Marketing - August 2018 - 15
Shopper Marketing - August 2018 - 16
Shopper Marketing - August 2018 - 17
Shopper Marketing - August 2018 - 18
Shopper Marketing - August 2018 - 19
Shopper Marketing - August 2018 - 20
Shopper Marketing - August 2018 - 21
Shopper Marketing - August 2018 - 22
Shopper Marketing - August 2018 - 23
Shopper Marketing - August 2018 - 24
Shopper Marketing - August 2018 - 25
Shopper Marketing - August 2018 - 26
Shopper Marketing - August 2018 - 27
Shopper Marketing - August 2018 - 28
Shopper Marketing - August 2018 - 29
Shopper Marketing - August 2018 - 30
Shopper Marketing - August 2018 - 31
Shopper Marketing - August 2018 - 32
Shopper Marketing - August 2018 - 33
Shopper Marketing - August 2018 - 34
Shopper Marketing - August 2018 - 35
Shopper Marketing - August 2018 - 36
Shopper Marketing - August 2018 - 37
Shopper Marketing - August 2018 - 38
Shopper Marketing - August 2018 - 39
Shopper Marketing - August 2018 - 40
Shopper Marketing - August 2018 - 41
Shopper Marketing - August 2018 - 42
Shopper Marketing - August 2018 - 43
Shopper Marketing - August 2018 - 44
Shopper Marketing - August 2018 - 45
Shopper Marketing - August 2018 - 46
Shopper Marketing - August 2018 - 47
Shopper Marketing - August 2018 - 48
Shopper Marketing - August 2018 - 49
Shopper Marketing - August 2018 - 50
Shopper Marketing - August 2018 - 51
Shopper Marketing - August 2018 - 52
Shopper Marketing - August 2018 - 53
Shopper Marketing - August 2018 - 54
Shopper Marketing - August 2018 - 55
Shopper Marketing - August 2018 - 56
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