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Beth Schultz

Best Buy Analytics Exec Shops for Customer Insight

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Joe Stanganelli
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Re: Anlaytics
Joe Stanganelli   5/2/2012 9:41:45 AM
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Well, it is of course cheaper and more efficient to have a human representative man four checkout points rather than one assuming no major mishaps.

Still, I'm with Bill Burr on this. (link has NSFW language)

BethSchultz
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Re: Anlaytics
BethSchultz   5/2/2012 9:21:05 AM
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Hi Joe. I'll only use automated checkout for a few items -- like really no more than 3 or 4. Otherwise I'm inevitably finding myself ticked off at the machine (and myself for using it) as it tells me I've bagged an item without having scanned it or some such nonsense! Having to wait for a store clerk to help out does defeat the purpose (and I often think to myself, if this process works so well, why must the store station a clerk at the automated checkout area to begin with!). I wonder if any grocery chains have analytics to share on how effective automated checkout really is.

Joe Stanganelli
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Re: Anlaytics
Joe Stanganelli   5/2/2012 8:59:52 AM
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The "If you need assistance..." bit is also precisely the reason I avoid automated checkout lines and strive to deal with a human being in each of my transactions as a customer.  Chances are, if I have a problem, outlying situation that it probably is, the automation can't help much.

BethSchultz
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Re: Anlaytics
BethSchultz   5/2/2012 8:21:42 AM
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Hi Joe. Just read the Time's piece you shared and of all the points McCracken makes, the one that I found most damning is this one: As I swiped my credit card, I noticed a message: "If you need assistance, please see a Store Representative." That clearly is the sign of a bad user interface and lack of integration. I have to wonder whether McCracken would have proceeded at that point had he not be satisfying a long curiousity (and probably thinking about column fodder, too). I have to believe he's savvy enough to have taken that as not such a great sign of things to come.





Joe Stanganelli
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Re: Anlaytics
Joe Stanganelli   5/2/2012 7:41:49 AM
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This critical piece by Harry McCracken about Best Buy airport kiosks has picked up a lot of steam recently.  Suffice to say, buying something at a Best Buy kiosks is apparently not as  convenient as buying something from an actual Best Buy.

And, as it turns out, Best Buy kiosks are reportedly operated by a third-party, making customer service issues all the more difficult to rectify.

Joe Stanganelli
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Re: Onionskin Customers
Joe Stanganelli   5/2/2012 7:38:08 AM
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Indeed, Callmebob, many a divorce could have been spared but for the want of a secure password.

(Of course, we're talking about cases very different from yours.)

BethSchultz
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Re: Anlaytics
BethSchultz   4/30/2012 12:48:55 PM
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Hi Maryam -- I've seen the kiosks, too, and have always been curious who might find purchases from them tempting. Then on a recent trip back from L.A., while awaiting my flight, two young men sat down near me and one was using a nice pair of those noise-cancelling earphones. The other guy was like, "Shoot, I'm going to go get a set of those." And off he headed to the Best Buy kiosk and came back with a pair. Not that I was listening, but I did happen to hear him say he'd been pricing them out anyways and he was happy with the kiosk deal. 

But, to your question, I didn't get a chance to ask about how kiosk data fit into the analytics plan. Only had 20 minutes with him!

 

Maryam@Impact
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Anlaytics
Maryam@Impact   4/30/2012 12:32:14 PM
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Beth also wondering if they provided any insight into their kiosk business, I love the idea and see them in airports and malls regularly.

Jenn
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Re: Onionskin Customers
Jenn   4/29/2012 6:41:09 PM
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I am a big electronics buyer, and as such have noticed that Best Buy has recently changed its attitude towards the "in Store" buyer. I am fully content with that service, but as an avid online shopper, I also notice that the "deals" are not as available or as widely communicated. I think it may be a step in the right direction to analyze exactly what online buyers are doing as well as those who come into the store. 

Pierre DeBois
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Re: Thanks for the report
Pierre DeBois   4/29/2012 1:57:29 AM
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Beth,

The investment in a customer database will help Best Buy combat the mobile-browsing-while-in-store experience. Certainly other retailers will be watching. As along as they can avoid the intrusion Target encountered with discovering someone was pregnant when the main household buyer did not know, creeping customers as an end result.   Combining a stronger customer engagement with their current plan of smaller retail stores will lead to better ability to understand the customer.

Reading this article, I could not help but think about attribution, matching the message with behavior.  Best Buy's effort is a subtle, wonderful testimony to the marketing attribution process. Thanks for writing this post.

 

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