Best Buy Embraces Showrooming

Putting on a confident front, the electronics chain encourages shoppers to visit the “Ultimate Holiday Showroom.”

October 31, 2013

NEW YORK – In a curious marketing twist, Best Buy is teasing shoppers to visit the “Ultimate Holiday Showroom,” AdAge reports.

Showrooming has been a mounting concern for bricks-and-mortar retailers, who have seen shoppers visit their physical premises to scout product details, only to order them from online retailers for lower prices.

While retailers like Target are taking aggressive steps to thwart the practice, Best Buy decided to tackle it head-on.

"The thing about showrooming is it's not the ideal experience to do research at home, go to the store, do more research, then hit pause, go home and order and hope it arrives on time," said Scott Moore, senior vice president of marketing for Best Buy. "There's a better way."

As such, the electronics chain has unveiled its “Your Ultimate Holiday Showroom” campaign, with advertising spots that highlight the in-store Best Buy experience, including its “low price guarantee” and the ability to order online and pick up in store.

Best Buy kicked off its holiday season advertising campaign last Sunday and plans to aggressively promote its offerings over the next several weeks.

"For many years, lots of people have been adding electronics to the mix to attract customers to their core proposition," Moore said. "This is our core proposition, and it's our job to convince people this is the place to come, with a tremendous assortment, informed and well-trained sales associates and our low price guarantee."

Advertisement
Advertisement
Advertisement