Best Buy looks ramps up mobile ahead of national push

US retail giant Best Buy is looking to bolster its mobile marketing ahead of the expansion of its UK business next year.

The chain is testing techniques such as geolocation mobile marketing alongside national press and radio activity to push its message to a national audience.

Best Buy marketing director Kevin Styles says the launch of its online channel in November has expanded the chain’s capability to be a multichannel national retailer.

“The big change is that we’re now a national business. We’ve invested heavily across press and radio for our Christmas communications to make sure the business is perceived as a strong national brand,” he says.

The news comes as competition in the electrical goods sector intensifies.

Rival chain Dixons has overhauled its service proposition with the introduction of Knowhow and opened a trial designer technology store under the brand name Black. Comet has also looked to drive engagement.

Styles also outlines plans to develop Best Buy’s multichannel offering including its reserve-and-collect service and drive engagement through mobile platforms and applications.

“Strategically we’re still focusing on our three core values of price, service and having the latest and greatest technology products. But we need to innovate to stay ahead of the competition.

“The next phase of development is mobile. We’re testing and learning about engagement and will develop apps to help customers.”

Its multichannel offer is also being developed to deliver the same level of customer experience as a visit to its stores. Best Buy is set to launch video buying guides that provide the online equivalent of asking one of its Blue Shirts for advice in store.

Best Buy, which reported that its European business had a 2.3% rise in like-for-like sales during the third quarter while US sales fell 5%, is also planning to integrate its online reward platform MyBestBuy into its ecommerce site to provide a more personalised shopping experience.

The MyBestBuy platform stores product guarantees and receipts for purchases and recognises customer preferences in order to recommend products, offers and rewards.

“MyBestBuy is an asset to understanding customers and rewarding them. There is no doubt that loyalty platforms work, now we want to scale it, integrate it and make it a seamless part of our digital platform,” says Styles.

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