Best Buy Digital Collaboration Playbook

The following is an excerpt from "The Shopper Marketing Digital Playbook," a wall chart originally inserted in the September 2014 issue of Shopper Marketing magazine (see Related Article).Bestbuy.comDisplay advertising: Major product launches get the home-page leaderboard; a brand also gets an ad near bottom of page; “Deal of the Day” box links to one featured product.Brand showcases: Partners with in-store departments (Apple, Samsung, Sony and Windows) also get digital shops.Themed content: “Things to Know” and other videos explain technologies, usually without brand-specific endorsements.Category prominence: Key brands get their own hyperlinks; sub-categories offer brand spotlights, as well as targeted display ads.Amplified circular: Interactivity connects features to product reviews, informational videos and direct-purchase pages.Blogs: “Gaming News” touts new titles; “Latest & Greatest” discusses new products and promotions; “Best Living” is barely alive.Proprietary platforms: The “Best Buy Unboxed” community lets consumers get answers from Blue Shirts and topical experts.Other InternetPaid search: Co-op ads common with key brands.Co-op advertising: Ubiquitous use runs gamut from SKU-specific to branded seasonal messages; strategy includes home page takeovers.Digital CouponsNot a key part of the strategy.EmailRelentless stream spans seasonal sales and SKU-specific subject lines; Rewards members get exclusive offers at least once per month.Social MediaFacebook: Steady stream of posts plug storewide campaigns, limited-time deals and new products, the last heavy on home video and game releases; page sometimes used to host sweepstakes.Twitter: Tweets link to buying guides and other informational content, spotlight new videos, games and electronics, and promote events; runs Twitter-only sweeps.Google+: Product-specific spotlights more common here than on other social networks.YouTube: TV spots and how-to videos.Other: Token effort on Pinterest tallies just four boards; activity on Vine has withered.MobileText alerts: Separate SMS programs alert subscribers to special offers on cameras, mobile phones and video games; Deal of the Day has its own; a seasonal service presents holiday promotions.Smartphone app: Rewards members get exclusive offers through the app and earn points for checking in at stores; browsing deals and products a key function for all app users; brand-sponsored games sometimes used to engage members; built-in reader handy for retailer’s extensive in-store deployment of QR codes; distinct Best Buy Gaming app lets users look for deals, check trade-in values and build a library.In-store offers: See Smartphone app, Third-party apps.Co-op advertising: Ads on third-party mobile sites (like Pandora) usually seek to drive traffic to bestbuy.com or a nearby store.3rd-party AppsFirst retail partner of eBay’s RedLaser location-based promotional app; also actively works with Shopkick and Ibotta.In-StoreLocation-based offers: See 3rd-Party Apps.Internet-enabled kiosks: Endcap computer terminal provides access to bestbuy.com; distinct kiosk facilitates video game pre-orders.Digital TV: In-house operation accepts brand-supplied HD content to run on floor-model screens.QR codes: Shelf signs typically carry a code linking to product information, sometimes deals.

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