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

Geoffrey Precourt

Discussion, from the ANA Multicultural Marketing conference, of the "affinity" between Best Buy, a retailer, and Hispanic consumers in the US.

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

Geoffrey PrecourtWarc

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...

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