The Washington Post writes about how Best Buy is customizing its stores for various different customer demographics. “Big chain stores used to be among the most egalitarian of places,” the Post reports. “They were aimed at the average person, the generic ‘shopper,’ without conscious regard to background, race, religion or sex. That is changing as computer databases have allowed corporations to gather an unparalleled amount of data about their customers. Many retailers, like Best Buy, are analyzing the data to figure out which customers are the most profitable -- and the least -- and to adjust their policies accordingly.”
Best Buy has broken down the consumer to four basic “types” - Buzz (the young tech enthusiast), Barry (the wealthy professional man), Ray (the family man) and, especially, Jill (the soccer mom). And it is developing store formats that speak directly to these shoppers, and locating them in communities where they seem most appropriate.
Best Buy has broken down the consumer to four basic “types” - Buzz (the young tech enthusiast), Barry (the wealthy professional man), Ray (the family man) and, especially, Jill (the soccer mom). And it is developing store formats that speak directly to these shoppers, and locating them in communities where they seem most appropriate.
- KC's View:
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The key here is that retailers like Best Buy are understanding that if they are to compete in a mass market, they can’t ever let the consumer feel like they are part of a mass consumer base.
It isn’t easy. But if you’re going to be perceived as different, you actually have to try to be different.
