Barry Judge // Updates from the CMO of Best Buy

I have been with Best Buy for almost 9 years.  In that time, I have been part of massive change inside the company as we seem to be in a continual state of evolution in our drive to meet consumer needs better than any of our competitors.  When I started with the company, Wal*Mart had not entered the Consumer Electronics business and the Internet was all promise but little substance. Best Buy’s brand was about great selection and low prices and that was more than enough to best Circuit City and the small specialty retailers sprinkled across the country. About 5 years ago, we saw the day coming when our Brand would have to be about more than selection and value to maintain its relevance.   As consumers began to want more from the technology they used in their lives while at the same time all of this stuff was getting more complex to set up, integrate and keep running, we made the bet that our people in the store, the Best Buy Blue Shirts,  would become our key differentiator. This bet kicked off a massive re-engineering of our company around ensuring that our Blue Shirt community had the tools necessary to deliver a dramatically better consumer experience.  Read more...