Best Buy
Best Buy was the second store I visited. I already explained how I look at stores differently in my first store posting about Target so I won’t go into that again. I’ll just go over the things I observed about Best Buy.
My second store I visited was Best Buy. Best buy is a major electronics retail chain located at 7100 Santa Monica Blvd in a shopping center. The same shopping center as Target actually. The store is a major big box electronics and appliance store. Its main competitors are Wal-Mart, Target, Amazon, and a few other online retailers.
Best Buy has had a presence since its inception in 1966 as Sound of Music which later changed its name to the current name Best Buy in 1989. Best Buy has locations in the United States and operates stores in several other countries. It also is a major employer with over 178,000 employees. Their revenue according to Wikipedia is $49.183 Billion. Their revenue is down significantly due to major competition from the competitors I listed above.
Best Buy’s main shopper is one that is looking for appliances, televisions, computers, computer products, and other consumer electronic products such as cell phones. When you enter the store from the ground level of the shopping center on La Brea and Romaine (street down from Santa Monica Blvd, but in the same shopping center as Target). Their decompression zone doesn’t really exist. You walk through two sets of sliding glass doors and as soon as you enter the store on your left hand side is a person that greets you and checks your receipts as you leave the store. That is mainly their decompression zone. The lighting when you enter is in contrast to the lighting outside, much brighter. There are electronics all around you that are turned on and showing different things to show off their quality products. Directly in front of us when we enter the store is CD’s and Movies and the less expensive products that people normally don’t go to Best Buy for anymore. To the left of that is their mobile phone section which people seem to use Best Buy for their mobile phone purchases a lot. That section is always busy and filled with customers buying cell phones and cell phone products. Butt-Brushing in this store is not something that regularly occurs, as they are electronics and fragile they are spaced apart so people can get a grasp on say what the television would look like from a certain distance away, like if they were to place it in their living room. I notice in the store what could be considered petting, but more of handling going on of different electronics products. Whether it be a computer, tablet, cell phone, tv remote, video gaming system, there is plenty of touching and viewing going on in this store.
Going through Best Buy for me and it seems like a lot of other customers is a complicated thing, as things are not placed really accordingly to Underhill’s theory. TV’s are to the right, appliances to the left, but both are in the back so you need to go through the more inexpensive things that you may not have come for but end up buying when you go through the store. The computers are in the far back, which are a big part of their sales. TV’s and Computers make up most of Best Buy’s major purchases. I have myself bought numerous of both there. Best Buy does an ok of utilizing Underhill’s strategies but I think it is hard for them to figure out where to place all the electronics. Mostly they place the best- selling products in the most visible places.
Best Buy was the second store I visited. I already explained how I look at stores differently in my first store posting about Target so I won’t go into that again. I’ll just go over the things I observed about Best Buy.
My second store I visited was Best Buy. Best buy is a major electronics retail chain located at 7100 Santa Monica Blvd in a shopping center. The same shopping center as Target actually. The store is a major big box electronics and appliance store. Its main competitors are Wal-Mart, Target, Amazon, and a few other online retailers.
Best Buy has had a presence since its inception in 1966 as Sound of Music which later changed its name to the current name Best Buy in 1989. Best Buy has locations in the United States and operates stores in several other countries. It also is a major employer with over 178,000 employees. Their revenue according to Wikipedia is $49.183 Billion. Their revenue is down significantly due to major competition from the competitors I listed above.
Best Buy’s main shopper is one that is looking for appliances, televisions, computers, computer products, and other consumer electronic products such as cell phones. When you enter the store from the ground level of the shopping center on La Brea and Romaine (street down from Santa Monica Blvd, but in the same shopping center as Target). Their decompression zone doesn’t really exist. You walk through two sets of sliding glass doors and as soon as you enter the store on your left hand side is a person that greets you and checks your receipts as you leave the store. That is mainly their decompression zone. The lighting when you enter is in contrast to the lighting outside, much brighter. There are electronics all around you that are turned on and showing different things to show off their quality products. Directly in front of us when we enter the store is CD’s and Movies and the less expensive products that people normally don’t go to Best Buy for anymore. To the left of that is their mobile phone section which people seem to use Best Buy for their mobile phone purchases a lot. That section is always busy and filled with customers buying cell phones and cell phone products. Butt-Brushing in this store is not something that regularly occurs, as they are electronics and fragile they are spaced apart so people can get a grasp on say what the television would look like from a certain distance away, like if they were to place it in their living room. I notice in the store what could be considered petting, but more of handling going on of different electronics products. Whether it be a computer, tablet, cell phone, tv remote, video gaming system, there is plenty of touching and viewing going on in this store.
Going through Best Buy for me and it seems like a lot of other customers is a complicated thing, as things are not placed really accordingly to Underhill’s theory. TV’s are to the right, appliances to the left, but both are in the back so you need to go through the more inexpensive things that you may not have come for but end up buying when you go through the store. The computers are in the far back, which are a big part of their sales. TV’s and Computers make up most of Best Buy’s major purchases. I have myself bought numerous of both there. Best Buy does an ok of utilizing Underhill’s strategies but I think it is hard for them to figure out where to place all the electronics. Mostly they place the best- selling products in the most visible places.
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