A New World
Of more than 900 stores nationwide, Best Buy operates 251 locations focused on Hispanic consumers. “Hispanics make a significant impact on our business today,” said Joanna Lauren Duffy, vice president of Best Buy’s media relations and global consumer marketing in New York. “We expect them to account for a large percent of our growth in the next three years.” That’s why at select Best Buy locations, you’ll likely find an emphasis placed on Spanish-language services.
“Bilingual employees wear name tags indicating their language abilities,” Duffy said. “We have also implemented an integrated bilingual in-store experience in these 251 stores, including bilingual signage, brochures and media interactives.” Best Buy also launched a national television campaign in Hispanic markets. And the chain mails Spanish-language newspaper inserts and participates in local community outreach.
The chain’s best-selling consumer electronics products among Hispanics vary, but all reflect an interest in name brands. “The Nintendo Wii, Apple iPod, Xbox 360, Playstation 3 and laptop computers are the top products for our Hispanic customers, both in our stores and online,” Duffy said. “Gift cards have also been great sellers for us this holiday.”