best buy

How do we get women (25-40) who are overwhelmed by the Best Buy experience to shop there for the men in

their lives?

The Challenge

The Target

Couples

But more specifically…

Two segments: Men & Women

{We all have needs.

Uses and Gratifications

Primary and Secondary Insights

1. Women plan ahead.

2. They’re on a mission, not a shopping spree.

3. The store layout is a bit… well, a bit daunting.

What Women Think

“I do research beforehand. The only question I ask is, “Where is it?” -Tracy, a 37-year-old working mom

“I avoid the store. I just don’t know where to begin.” -Ali, a 28-year-old kitchen designer “Best Buy is overwhelming due to the huge environment and wide array of departments.” -Jennifer, a 25-year-old young professional

What Men Think

“Yeah, a wish list would be great. It lets me buy something I want, but I’m still surprised because it’s a list.” -Jack, a 37-year-old project manager

Simple. Fast. Happy.If only your relationship was this

easy.

Shared wish list Options:

E-mail products to the special lady

Tactics

Roadmap – Store directions to products on wish list 3 options online:

Upload directions to your app Print them out Ask a store associate

Tactics

TV placements NFL, Modern Family, Up All

Night, It’s Always Sunny in Philadelphia

Digital iPad magazine ad placements Facebook Wish List Tab

Fill out wish list on Best Buy FB page and share with others

Media

TV placements Impressions

Digital Facebook insights

Number of shares Estimated reach

Impressions from iPad magazine ads

Metrics

Best Bye.