And maybe that’s where its online division, with much lower overhead, can play an important role in the company’s future. Along with the ability to offer lower prices, BestBuy.com also offers a significant advantage over online competitors: you can have many of the products Best Buy offers online immediately, thanks to in-store pickup. If Best Buy can make those prices competitive and offer in-store pickup where possible, my desire to use Amazon would diminish, since I could have a product from Best Buy in twenty minutes, compared to five days from Amazon.
Maybe Best Buy won’t need to worry about
the Web because it is the last big box retailer standing, and there will
always be people who don’t like to buy online or would rather have a
product as soon as possible.
In order to do that, Best Buy needs to capitalize on what it does best: customer service. It can’t compete on price all the time, but it can inform the public and provide each customer with the single retail element Amazon can’t: guidance. After all, you can’t ask Amazon which digital SLR would be best for you, right?
Best Buy also needs to realize that pricing is still a major concern and it must match every other retailer in the area, like Walmart and Target, and make every effort to get as close to online pricing as possible.
Realizing Best Buy probably can’t afford to match Web pricing
indefinitely, how does the company respond? Will my local store decide
that it will no longer match Web pricing? If so, what would stop me
from buying everything I see at Best Buy online? It makes little sense
for me to waste my money because I don’t have any patience.
Before Circuit City died, Best Buy did everything it could to ensure it didn’t lose my business to the big box store across the street. Now that Circuit City is gone, it must do everything it can to ensure it doesn’t lose my business to the price leader online.
But now, that competition is gone. I’m starting to worry that Best
Buy may not be as willing to match pricing any longer. I’m starting to
worry that Best Buy will get complacent and stop doing everything it can
to earn my business. Most importantly, I’m starting to worry that Best
Buy won’t be able to compete on any level with the Web.
Although Best Buy is now alone in its fight with the Web and I’m concerned that it may become yet another victim of the Internet, the company has some advantages that it can exploit: Its people are an asset that can provide guidance, its willingness to match pricing is a plus, and its online division can offer cheaper prices and in-store pickup.
Right across the street from that Circuit City is a Best Buy. For years, I have gone back
and forth to get the best price out of both stores. More often than not,
it was Best Buy that would earn my business, thanks to its salespeoples’
greater willingness to match the best prices of any competitor in the
area.
The future might not be clear for Best Buy at this point, but one thing is certain: it has a chance to be the first major electronics retailer to do what Circuit City and CompUSA couldn’t: compete with the Web.
Now that Best Buy is practically alone as the last major big box
electronics retailer, it has a new enemy that it probably can’t beat all
that often: the Web. Let’s face it: sites like Amazon.com and
Newegg.com don’t have the overhead Best Buy does. They don’t need to
worry about renting space for stores, paying salespeople, and paying
sales tax to every state. Online retailers have s a significant
advantage.
Earlier this week, I discussed
how utterly appalled I was at the (lack of) value a local Circuit City store
offered me in my area during its “liquidation” sale. But that’s not the
whole story.
For people, like me, getting more comfortable with online purchasing,
I simply don’t know what would stop me from using Best Buy as a research
center. I can go to the store, check out a new camcorder or surround
sound system and then decide if it’s something I want. If it is, I’ll
ask the manager if they can match Amazon’s deeply discounted price. If
he can, I’ll buy it at Best Buy. If not, I’ll go home and order it
online.
Competition breeds results. I liked that CIrcuit City was across the
street from Best Buy because it kept both stores’ managers on their toes
and more willing to do whatever they could to keep me in the store and
ensure that they earned my business.