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- Best Buy
Embracing change to remain relevant
Best Buy
How do we redefine expertise when everyone’s an expert?
In an era when brick-and-mortar giants are disappearing, Best Buy has defied the odds, thriving in the consumer technology industry for 58 years.
But over time, consumers have become more tech-savvy and Best Buy struggled to make their role of ‘the expert’ feel relevant or exciting.
To regain a foothold in culture and a meaningful place in customers’ lives, Best Buy needed to define a new role.
Together, Redscout and Best Buy developed a refreshed brand strategy and newly articulated role to guide internal teams in bringing it to life externally.
This work built on Redscout’s previous work with Best Buy in 2015 to develop a North Star Strategy and internal vision for employees centered on the idea of possibility.
New segmentation research from Best Buy showed that consumer mindsets had changed, and we needed to put a finer point on the possibility we unlocked.
We conducted consumer qualitative interviews and a quantitative study to understand segments’ tech usage, needs, and motivations along with Best Buy perceptions and opportunities. Leveraging this dual-pronged approach— combining human insights with data— enabled us to articulate Best Buy’s new customer proposition.
“Simply put, you help us see the best version of ourselves as a brand.”
JENNIE WEBER
Chief Marketing Officer
Take what you love beyond—a new promise to excite customers.
The strategy we developed for Best Buy was designed to inspire customers to discover how tech amplifies important passions and moments in life. This foundation led to:
Redefining ‘possibility’ for customers.
Building on Best Buy’s focus on possibility, we crafted a new narrative and value proposition showcasing how Best Buy helps customers level up what they love most.
Creating a new, engaging personality.
We refreshed Best Buy’s brand personality to set up a more active role for them in unlocking tech’s potential for others, resulting in a character that asks ‘what if?’
Developing guidance for marketing.
We developed a creative brief for internal teams to develop an external campaign to bring the work to life.
impact
Best Buy garnered buzz with their newest campaign.
Launched in July 2024, the campaign unveiled Best Buy’s first spokeshologram named Gram who ignites curiosity, making a splash in publications like Ad Age, NBC News, and Retail Dive.
Status
Innovating beyond communications to increase relevancy.
With the brand refresh, Best Buy is making changes to ensure its physical and digital experiences live up to its new role for customers.
The latest updates include an in-app Discover tab and personalized home page along with a generative artificial intelligence virtual assistant—all designed to enhance individual tech experiences and shopping.
