BestBuy.com president Scott Durchslag on Tuesday outlined the retailer’s plans to revamp its online strategy, saying it will focus on “streaming” tailored deals to loyalty program members and forging partnerships with innovative technology companies.
Durchslag, senior vice president of digital and marketing and president of Best Buy.com and eCommerce, spoke before a crowd at the Minnesota High Tech Association spring conference.
Durchslag, a tech-industry veteran who previously worked for Expedia and Skype, said the Richfield-based retailer’s goal will be to “delight consumers across all platforms.” He called BestBuy.com as it stands “OK, but not a delightful experience.”
For instance, loyalty program members who visit BestBuy.com now don’t see how many reward zone points they have. Durchslag said the site should do so, welcome the consumer by name, and offer loyalty program members more points if they recommend a product at Best Buy’s site or share it on their Facebook pages.
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Best Buy (NYSE: BBY) will overhaul its Web platform, a process that will take shape quarter by quarter and will likely wrap up in two years. He didn’t say how much Best Buy will invest in the project.
Best Buy already has a lot of information about its customers, but needs to combine it all together so the company can better target individual consumers, he said.
Best Buy also aims to make its online platform more open to outside software developers interested in the consumer-electronics market.
Overall, he said Best Buy needs to move from a world of “bricks or clicks” to a world of “bricks and clicks” and said its ability to make the transition will be “what makes or breaks the future of Best Buy.”
Date: April 30, 2013