Families, mobile and the World Cup: Best Buy's Hispanic marketing strategy

Geoffrey Precourt

What Best Buy does, perhaps better than any other US retailer, is take care of its customers as soon as they walk in the door. And, it's taken that connection digital with a Chiat-Award-winning Twitter "Twelpforce" that makes its in-store Blue Shirt attendants available to consumers anytime/anyplace, offering the firm the long-term prospect of driving traffic into stores.

Ethnographic profiling had revealed another audience that Best Buy could use to drive growth. Hispanics greatly over-indexed the general population on interest and use of consumer electronics, with a particular passion for mobile phones.

"Candidly, we're doing some great things," Teresa Iglesias-Solomon, Best Buy vp/multicultural initiatives, told an audience at the 11th-annual Association of National Advertisers (ANA) Multicultural Marketing & Diversity Conference. "But we're still learning."