This holiday shopping season, Best Buy (NYSE: BBY) is hoping to combat the "showrooming" trend, where customers visit a store to examine a product then find a better price on the web and buy it online. This week, the electronics retailer unveiled its holiday campaign titled "Your Ultimate Holiday Showroom," in hopes of turning would-be showroomers into Best Buy customers for the holidays.
In recent months, Best Buy has been very vocal about showrooming and its efforts to thwart the practice. According to a Harris Interactive survey, the leading majority of respondents who said they had showroomed listed Best Buy as the bricks-and-mortar store they most frequently visited only to later buy the item online. Past attempts from Best Buy to discourage the practice included a price-match guarantee against its largest competitors and a partnership with Red Laser, a mobile app which allows Best Buy to push coupons and suggest one-click ordering to customers who might be ready to flee the store.
"The thing about showrooming is it's not the ideal experience to do research at home, go to the store, do more research, then hit pause, go home and order and hope it arrives on time," Scott Moore, senior VP of marketing told AdAge. "There's a better way."
The new "Your Ultimate Holiday Showroom" campaign highlights the in-store Best Buy experience, including its "low price guarantee" and the ability to order online and pick up in store. Several celebs take on leading roles in the ads, including Will Arnett, Maya Rudolph, LL Cool J and Jason Schwartzman, which premiered this week and will be aggressively promoted until Christmas Eve.
In one of the commercials, posted below, actor Will Arnett tells a story of a man going to Best Buy, "the great showroom floor," to complete his holiday shopping. The man then heads home and purchases the extras he forgot online via BestBuy.com.
For more, see:
This AdAge article
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