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Product Classification & Seminars

Status: Acknowledged
by on ‎04-12-2012 09:09 AM

I'd like to see a product classification for products in the store. The placards in place now make it very hard to compare products. I think a classification based on user knowledge would be a nice feature for Best Buy. When shopping for a product, your knowledge of that particular "area"(tvs, computers, cameras, etc) would be separated into Novice, Intermediate and Advanced. Novice labeled products would represent more affordable products that don't have all the latest and greatest features. Honestly, a 70+ year old couple comes in to buy a tv. Do they need a 60", LED, 3D, 240Hz, Interent tv? No. They just want a tv. So they go to the section with products tagged Novice. These products would be more simplistic to operate and have less features but would be more compatiable with the customers that don't need a Ferrari to go to church 1 block away. You could always sell warranties and Geek squad support to those users to further ease their minds. Most of the time you want to up sell, I understand that, but there is a large demographic of people that know what they basically want.

 

Speaking of user knowledge, it would also be nice to see some classes or seminars or whatever you want to call them at least once a week at stores. Have them on Saturday afternoons where you educate your customers on all the technology involved in each product area. Have a seminar on tvs. What is the refresh rate? What are my options for 3D? What are the differences in LED and LCD? How do adjust my tv to the right levels? Inform the customers that don't have the knowledge so they want to buy the products with more features. It's also a great opportunity for Best Buy to bring in manufacturer reps to sell their products. Give Best Buy customers the opportunity to see the latest and greatest from manufacturers first, before they hit the market. Have the reps educate your customers while they promote their product.

Status: Acknowledged
Thanks for the input on this idea
Comments
by Senior Social Media Specialist Senior Social Media Specialist
on ‎04-12-2012 01:53 PM
Status changed to: Tell Us More
I could see the value in both parts of your idea, but I have to admit I like your concept of providing classes more. I could see using the word novice causing customer's to shy away from those products. Anyone else have thoughts on this idea?
by
on ‎04-12-2012 02:31 PM

You could label it anything you deem necessary, as long as customers understand that the spectrum goes from functional to feature enriched. Technology has grown to the point that some customers just can't keep up. That's why educating your customers is important. Instead of buying a functional product for $100 they may feel more comfortable buying a feature enriched product for $500. Why do you think Apple products are so widely used. They "teach" their customers how to use their products. Best Buy has a much larger selection so more general education about the technology would be beneficial. Let's face it, most of Best Buy's younger workforce can't sell features and benefits. Repeating what's on a placard isn't explaining anything to me. Most of the time I know the answer and just ask to see what they know. I've even had to butt into conversations just to answer customer questions. Best Buy needs to focus on the demographic of people that are 40+ that are not as tech savvy as kids nowadays and don't know the features of the products.

by
on ‎04-14-2012 05:38 PM

The whole point of sales associates being there is to teach those coming in to the stores.  Buying a TV isn't generally a grab-and-go type deal which is what I feel placards and sections would end up setting in place.  How likely is a sales associate to go help someone looking at a base model TV versus a smart 3D TV?  Personally, I love showing people all the different models and what they can do for people.  It's supposed to be our jobs to find out what people want.  I'll ask if you would like to be able to browse the internet from your couch or watch Netflix without having to connect your PC to the TV or even if you love 3D movies and would like to enjoy it in the home; but if you say no, I'll drop it.

 

As for the tutorials, I like and dislike it.  It can be extemely harmful to take sales associates off the sales floor on the weekends if it's busy as customers may start to get angry or impatient.  Having manufacturer reps do this would be awesome, though. 

by
on ‎04-15-2012 01:04 PM

@Dval.

 

What you're talking about is sales 101, upselling. That's fine. But I don't want a 3D tv or Internet tv. Why should I have to weed though the scattered mess they have on the wall to find possible choices? When you shop on line do you ever narrow down your search by features or price? This would be the same concept. Most tvs with similar features would be in the same "classification". This helps customers narrow down their search. From there, you can play salesman and upsell or suggestive sell anything you want. This is basically just like vehicles. A specific model is broken down into submodels (ex. EX, LX). Those submodels have similar features. Almost every Best Buy in southeastern Wisconsin has inattentive sales staffs. I don't like having to ask someone to answer questions. If you don't work on commission what's the differece if someone is looking at a base model or Smart 3D tv? It's your job to provide customer service, not judge a customer by what they can afford. 

 

Taking a salesperson off the floor for a 1-2 seminar to help inform and sell products hardly seems harmful. It's also a great way for sales associates to get leads and start building relationships. Sales should be about customer service, not dollars. With great service comes dollars.

by
on ‎04-26-2012 01:45 AM

Going directly to the seminar and classes thing. we started this idea this month and man it has been a tough road

 

We started this with no support ( and to this day it still amazes me its not pushed ) and we have increased not only our attachments but decreased returns on some Products.

 

I know this isnt directly towards TV's but hear my concept out.

 

We basically have this awesome method of finding a way to train customers under tech support.

 

we jumped from under 20% to over 45% in 2 weeks. mind you that the under 20% was consistant for the past 5 months.

 

My main point is that the customers love it. they eat it up. they are so happy, thrilled then excited for other apple products and instantly built customer loyalty.

 

We had troubles at first finding time and schedules but very recently we hit the perfect process and we developed our own "SOP" like structure.

 

If you have some friends and some leadership who will support you then just execute it yourself and prove the drive! Not only for you but for your customers they would apprecite something.

 

It can be like sonos system or something but customers are so happy and just thinking of the next time they come what do they have to spend or buy to have that some experience.

 

I'd hate to sound like im greedy but im not. We need a service fee to cover it so why not the tech support program to give them a fresh training start and a whole 1, 2, or 3 year coverage!?!

 

by
on ‎04-26-2012 08:18 AM

You hit on some good points. Customers LOVE it. Informed customers are happy customers. Informed, happy customers will want more technology and products. You have to help customers understand technology and where it's going. 

 

The bottom line here is that Best Buy needs to focus on SERVICE and the QUALITY of that service. Service is what maintains customer loyalty. Yes, we all want discounts, kickbacks, incentives, etc. If you are a truely good salesperson you can sell anything and maintain customers by being knowledgeable and providing them great customer service; regardless of price or reliability on a product. 

 

The problem with most of the ideas is lack of advertising. There are other companies that provide knowledge classes for their products but you would never know. They are hidden in their website somewhere or just expect word-of-mouth. Social Media is huge, start there. Then start advertising in your weekly ads. All of the Best Buys I've been to are hardly hurting when it comes to capacity. They can afford to pull someone off the floor for an hour or two. It would be worth it to me...or they could just stand there and play with their phones. I don't see a need to charge for it. You use it as a vehicle to sell your products and services.

by
on ‎09-23-2012 10:29 AM

I really like this idea.  Sometimes I think I know everything there is to know about a product, but if I could go to Best Buy and learn a little bit more about a camera, or a TV, or even an Apple product, it would definitely make me want to go to Best Buy over Amazon, Walmart, etc.

 

These seminars could be very simple, going over the basics of certain products.  Perhaps, if a customer attends one of these seminars, and then purchases the product, they could receive 25 bonus Reward Zone points.  Best Buy could always implement a simple survey for the customer to take as well after the seminar - even something as simple as a pencil and paper review of the seminar.

 

Apple provides free seminars at their stores - then if the customer wants further training - they can make an appointment at the Genius Bar (for a fee of course...)  I can think of at least three stores that provide free seminars in-store, and those same stores also have paid training that the customer can go to.

 

This would also create a push for customers to come into Best Buy vs. Walmart, Amazon, etc.  My fiancee and I really enjoy going to Best Buy, so this would even be a little bit of an outing for us, since we both love technology.

 

I know that Best Buy is so much better than the other stores out there, the prices are just as low if not lower when you factor in Reward Zone and all the other services that Best Buy gives to its customers.

by Valued Contributor
on ‎09-23-2012 12:11 PM

I've been to a few smaller stores with seminars where I live....

  • love it, I feel much more educated as a consumer and don't feel "upsold" when I pay more for a product
  • while some want individual attention and service, others feel more comfortable in a group setting and want to listen to others questions
  • for a sales rep, it means they don't repeat themselves as what they say to one person can be told to a larger group and there's an opportunity to go into detail as you have a willing captive audience.
  • some invite manufacturer reps to do the presentation to go detail about products

Where it fails?

  • some locations don't have the population base for a large national seminar, seminars should be promoted locally based on demand.  Post a sign at the doorway to incoming customers 3 weeks before when you want to run it.  Target your audience who come to your store
  • some people are consistently late.  15 minutues? 30 minutes?  While they miss the group seminar, they do come willing to listen.
  • no shows?  Some stores go all out by clearing a section of their store, set up chairs and move their products around.  However perhaps only 10% show up.  To encourage people to come, some stores will charge $5 to register for the event.  However you get a $10 gift card for showing up to use at their store.  Door prizes?  Bonus!

Additional Tips

  • use twitter to announced individual store seminars and as a reminder
by Senior Social Media Specialist Senior Social Media Specialist
on ‎03-25-2014 03:46 PM
Status changed to: Acknowledged
Thanks for the input on this idea
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