Mike Vitelli, Best Buy’s Vice President of Consumer Electronics and Product Management
Under the initiative, Best Buy created a cross-functional team from every division to integrate the best design and sales practices from the Magnolia concepts within the general video and audio departments of the overall store . “Since the rollout we’ve been able to gain the most flat-panel share in the U.S.,” he said.
One way the team gained that share was to focus on selling additional products and services attached to flat-panel TVs, such as DirecTV, wall mounts, accessories, high-definition displays, audio and Geek Squad installation services. Those efforts also led to the creation of Best Buy’s HD Done Right campaign, which explains to the consumer the variety of HDTV viewing, accessory, connectivity, add-on, warranty and installation options. Tied to that is the HD Advantage program, which offers consumers instant savings on different components, programming and installation options.
“Our team came up with how to get customers to do what they need to do anyway, and we offered discounts with each pilot,” Vitellia said. “As a result, we saw our returns go down. It told us the customers were happy.