Marketing transformation helps Best Buy achieve its brand purpose

Best Buy, the electronics retailer, has transformed its marketing strategy to reflect new realities in the consumer marketplace.

Best Buy has a first-hand view of the electronic devices and connected gizmos that are attracting consumer interest through its expansive network of retail stores, its ecommerce hub, and a mobile app.

And just as shoppers have moved away from television sets, radios, and cameras towards smartphones, laptops and smart speakers in recent years, so the Richfield, Minnesota-based chain has followed their lead with its media spending.