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May 7, 2013

Best Buy improves customer service in attempt to combat showrooming

by akm305

According to a Wall Street Journal article, Best Buy is trying to convince consumers to buy at the retail store by improving its customer service, and the man spearheading the effort is Shawn Score, the Senior Vice President of Retail, who started out as a salesman in a Best Buy store. Showrooming is a serious problem for all brick-and-mortar stores, but its especially bad for electronics retailers. Just like Radio Shack, Best Buy suffers from the bad reputation that its employees do not know anything about the electronics that they are selling. To combat this notion and to improve customer service, Mr. Score “has boosted sales training to better educate workers on the products they are selling; begun incentive pay to reward workers who increase sales and help their store sections raise customer satisfaction scores; and made sure managers schedule their most-experienced workers on weekends, when stores are busiest.” Will these changes ultimately bring Best Buy’s margins back into the black? Its definitely a difficult sell, trying to convince consumers to buy in the store rather than cheaper online. I, personally, could be convinced to pay a little bit more if I got extraordinary service in the store, but only time will tell if better customer service will be enough to get others to buy in the store, too.

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