MARKETING TO WOMEN

Springwise mentioned the opening of a new Best Buy store, especially designed for women. I had heard about Best Buy’s marketing to women programme before, but so far no results were presented. Now Aurora, Colorado (why there?) has the first Best Buy store expecially designed for and by women, after nine months of development in cooperation with women. 

It’s no surprise that the women asked for more information about the use of the electronic products in their own daily life, and the combination of products. In the new store, electronics products are placed in homelike settings.

The interiors are made of wood pannelling, carpets, earth tones and natural lighting instead of the metal shelves and cool blue that Best Buy used to have.

Family restrooms and special race car- shopping carts make it easy to visit the shop with kids. 

One more thing the women asked for was more eye-contact with customers.

The cost of the store was higher than usual for Best Buy, but with an estimated 45% of electronics purchases done by women the company expects to win by serving women better.