US big box consumer electronics retailer Best Buy has launched its first smaller format, digital-first store in Monroe, North Carolina, where it will be testing ways to better-serve its omnichannel customers.
As customers enter the space, which at 5,000 square feet is about 15% the size of usual Best Buy locations, they are met by a sign saying: “Welcome to a new way to shop.” This is referring to the fact that customers in the digital-first store are encouraged to “do everything from shop, select your product and get advice digitally.”
This includes scanning QR codes or using the Best Buy app to find out more information about products, add them to their virtual basket and pay. Customers can use the self-checkout within the Best Buy app to complete the purchase of small items like headphones before just walking out of the store. For bigger items, like TVs, they scan a QR code to start the process of sending the product from the stock room to the pick-up point where they can claim it.
Arguably the most interesting element of the store is the way that Best Buy merges in-store staff with those who are working remotely. The core role of the in-store staff is to ensure that customers understand how to shop and navigate the space. For expert product and technical advice customers are invited to scan a QR code to “shop live” with remote-based experts via virtual video chats. This hybrid approach allows the brand’s best product experts to offer advice across a much wider store estate compared to traditional, offline staff.
Big and bulky white goods are not available to buy at the store, but can be ordered online and picked up at a designated pick-up point outside. The store also has click-and-collect lockers for picking up smaller online purchases and a Geek Squad desk for repair appointments.
If the location proves successful, Best Buy will look to roll the format out more widely in future.
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