Best Buy 2000 Annual Report Download - page 15

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Best Buy Co., Inc. Fiscal 2000 Annual Report
We improved the shopping experience by implementing
an automated system for rebates at our cash registers.
It’s just another way we can make shopping more
convenient and enjoyable for our customers.
—Joe Pelano, Senior Vice President–Operations
Our success is based on continuing to understand consumers. Every
month,
the Gallup Organization surveys 10,000 of our customers to measure their satisfaction with our stores. In-
depth research, including focus groups, helps us understand consumers’ changing needs.
As a result, we know our target customer group: technology enthusiasts. Nearly 70% are 15 to 39 years old,
most are males, half have children at home, nearly half are college graduates and the majority have
above-average incomes. This group makes up 34% of our customer population but accounts for 53% of
the dollars spent at Best Buy.
Our high-tech, interactive stores appeal to younger, well-educated, techno-savvy consumers. Our
high-energy and fun format emphasizes customer choice and product selection. Products are placed
within customers’ reach so they can see and try new technology before they buy. Web stations in each store
will allow customers to surf for information and order products directly from BestBuy.com.
We are committed to making the latest technology understandable and easy to purchase. We believe our
consumer-centric approach is key to Best Buy becoming the retailer of choice, one of the elements that will
enable us to provide greater shareholder value.
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