Best Buy 2007 Annual Report Download - page 9

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07
Best Buy 2007 Annual Report |
Broader customer access drives growth
Our business is growing as we respond to customers’ needs
for more—and different—access to our products and services.
Most customers use our Web sites to research purchases before
shopping in stores. Additionally, customers increasingly make
purchases online or via our call centers.
in store +online +by phone +on site
+
Customer-focused options
Access, from our customers’ perspective, means interact-
ing with Best Buy how, where, and when it is best for
them and their lifestyle. Their preferences might change
from day to day — or hour to hour. Our job is to provide
customer access on their terms, and to make it easy
and fun.
Consider a customer who starts the day by researching
on www.BestBuy.com, later visits and makes a purchase
at a Best Buy store, has the products delivered and
installed in her home, and finishes the day with a call
to our support center with a question. That one
customer has four different interactions—which should
all look and feel like Best Buy. Our goal is to deliver
a seamless and consistent experience across all of
them regardless of how customers choose to interact
with us. This goal challenges us to focus on the end-to-
end customer experience—and to see it through our
customers’ eyes.
A tangible example of improving customer access
from this last year is the new ability for our customers to
redeem gift cards online. We invested in the required
technology to allow our customers to define how they
did business with us—not the other way around. Using
this lens, we literally see a world of opportunities to
improve the overall experience and deepen customer
relationships.