You should assume that you have been hired by the leadership at Best Buy as a marketing consultant and you have been selected to answer several questions related to their marketing efforts. You must advise the company on what to do.
Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers’ desire to test electronics first-hand before purchase drove them to use Best Buy stores as “showrooms” to see new products and then search for better deals on their smartphones. This case examines how brick-and-mortar stores battle showrooming through changes in product assortment, the development of apps, loyalty programs and changes in pricing policy.
You must read the HBS case and prepare a response.
Read the scenario carefully and develop your position using supporting arguments from the text reading material and any supporting videos. You must outline your position clearly. Any questions at the end of the case are suggestions to prompt your thinking and do not need to be answered in sequence.