Best Buy and its Marketing Intelligence Agency

“Services, Market Intelligence Are Best Buy’s Not-So-Secret Sauce” by Alan Wolf (TWICE.com, 7 November 2011).

Raise your hand if you think of Best Buy as a down & dirty in the details marketing/marketing intelligence company? What? No hands raised? That’s okay, I was in your camp too prior to this as well. There a couple things that caught my attention and my business imagination.

First, there’s Geek Squad. As I recall, Best Buy was the first (or at least one of the first) to roll out such a branded service. Mind you, I feel for the mom & pops it stepped on. But let’s face it, getting a PC or other consumer electronics fixed is like taking your car in for service—you just don’t know when you’re getting hoodwinked. Not only does Best Buy satisfy a need in the market with Geek Squad but it also uses that one-on-one customer contact as a key data collection point. Their commodity based retail is the razor. The after-mark service— differentiated and higher margin—is the razor blade. Who knew? Did you? Moi? I never drilled down on the thought that deep.

But here’s the kicker:

“Meanwhile, helping to discern market trends and consumer needs — often before shoppers are cognizant of them — is Best Buy’s customer insights unit (CIU), headed by former CIA intelligence officer Bill Hoffman. The operation uses surveys and focus groups, and monitors forums, social networks and other online commentary, to gauge customer satisfaction, understand brands, track the effectiveness of promotions, prepare for new launches, and develop insights and actionable strategies for the company’s various business units.”

Note: It’s not the use of surveys, focus groups, etc. that caught my eye. It’s the fact that the lead dog is former CIA. In other words, the value isn’t in collecting the data. It’s helpful but it’s relatively easy to do in this day and age. Who isn’t collecting something at this point? The value is in turning that data into useful information from which strategic business decision can be made. This end to end process takes three things: collecting the right data, parsing it and then analyzing it to make the right decisions.

Obviously Best Buy is pretty serious about all three, especially the deal breaker, step 3. You don’t call in the CIA just for kicks, right? By the way, I wouldn’t doubt it if Best Buy shares some of what it collects with its OEM partners. For a fee, of course. I guess you can add that to their list of razor blades as well.

Perhaps there are opportunities for you to sell more razor blades? Perhaps you are sitting on the data would lead you to making such an insight?

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