Best Buy Details Brand Refresh

Best Buy (Minneapolis) is updating its brand touchpoints, including its stores. The operator of about 1,100 consumer electronics stores says the changes stem from the fact that “the role consumers want us to play in their lives and with technology has evolved.

“They don’t always need us to be the expert anymore,” the company said in a statement posted on its site. “Customers are more familiar with technology, do a tremendous amount of research on their own, and know we will be there with our expertise when they need it. Today, they want us to play a bigger role in helping them discover new technology, how it can elevate their lives, and the extraordinary things it can do for them.”

To that end, the company said it is creating a “world of discovery centered on asking our customers, ‘What if?’ In finding the answer, we’re introducing a new tagline, ‘imagine that.’” In addition, its advertising will include a hologram spokesperson named Gram.

Here are some other major elements of the brand’s refresh:

• A tweaking of its color palette. “Our iconic blue and yellow aren’t going anywhere, but we’re adding hints of magenta, teal and red.”
• Later this summer and fall, it will introducing more experiential spaces in hundreds of stores to showcase the latest tech from brands like GoPro, Tesla, Lovesac and Starlink.
• The chain is adding dedicated teams of Blue Shirts and Geek Squad Agents to its computing, appliance and home theater sections, as those are the areas customers have told the retailer they want help. The stores will also employ an AI-powered virtual assistant for customers who prefer self-service.

“We’re embracing this change, and we’re excited about it, because we know it’s where our customers want us to go,” said CMO Jennie Weber.