Best Buy Confronts Omni-Channel Challenges
Best Buy is still a long way from a fully developed omni-channel, Cook said, adding that it’s such a complex undertaking that each small step is a big move in the right direction. He pointed to Best Buy’s in-store pickup initiative as one such move.
“Pickup in stores was a great example of a use case the customer demanded most: ‘I don’t want to pay for shipping. I want to buy it now and pick it up on my way home,’” he said. “That was the first step of the omni-channel where those multi-channel, supply-chain components were key.”
One of the biggest opportunities Best Buy has now, Cook said, is presenting its business-to-business customers with a seamless omni-channel experience. Many of the hurdles are similar to its business-to-consumer efforts, except for one major difference: Everyone knows that Best Buy sells consumer electronics but few realize it sells business solutions and IT services. “We have a huge awareness problem,” he said, adding that one in four consumers also don’t realize that Best Buy sells appliances, despite the amount of floor space the retailer devotes to them.