Team 1

Our task…

• Position Best Buy in UK

• Ensure idea spans a broad target audience

• Specifically explain the connection with Digital Natives (15’s to 25’s)

We must achieve…

• Aggressively steal market share from established UK retailers

• Build excitement around Best Buy’s arrival

• Encourage chatter (word of mouth)

• Drive footfall into the store

1981 1996 2009

The choices are multiplying

•Flat screen?•What size?•Sky or cable?•Is the video easy to use?•Scart input for my Mega drive?

•Size?•LCD or Plasma?•HD Ready?•How many HD inputs?•SCART input?•Surround sound?•Sky or Virgin or Freeview?•HD or standard box?•PVR?•Environmentally friendly?•Switchover-ready?

•Black & white or colour?•What size?•VHS or Betamax?

What’s the result?

Sophistication

Stress

“those people just want to sell me any old crap”

• Retailers take the fun away…

– It’s all about the price

– Littered with empty brand promises

“We Live Electricals”

“Don’t shop for it – Argos it”

“Every little helps”

“We won’t be beaten on price”

Little differentiation

White noise!

Technology attitudes overrule socio-demographics

(Source: Forrester)

Worried pessimists

Confident optimists

So what unites these consumers?

Conversations

We want to give you the same as…

Best Buy is different because we aspire to give you the same advice as the people you trust most

“But why should I trust Best Buy?”

“Here to help”“Helping technology

live up to its promises”“We’re big, but we don’t

feel big”

Geek Squad

Highly trained staff

Play with tech

Mirrors home settings

No commission

No hard sell

Buying technology should be an enjoyable experience

What about these guys?

Best Buy speaks their language too…

Best Buy speaks your language

just a part of the ecosystem engaged in“Speak Your Language”

experiential‘booths’

youTube(new product

reviews)

Blog/twitterexclusive

(industry news)

Reviews on Best Buy site

In store

Objective: Launch Best Buy in the UK

Issue: Consumers have lost faith in CE retailers

Insight: Everyone turns to someone for advice

Challenge: Convince people they can turn to Best Buy for help

Proposition: Best Buy speaks your language.

Thanks!