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Neil McPhail, SVP GMNew Business CSGBest Buy Co., Inc.

Customer InsightsBrought to Life

©2010 BBY Solutions, Inc. All rights reserved. 

Help Me Answer My Questions

• Where do I start, who do I turn to

• What gets me going and gives me the best bang for my buck

• Help sorting through possible actions that are right for them based on their home and way they live

• Help me understand trade-offs

• Break it apart, what can be done in phases as they are ready

©2010 BBY Solutions, Inc. All rights reserved. 

Help Me Take The Next Step

• Consumers don’t know what they don’t know, but are open to learning

• Turning to Google for information on energy best practices

• Limited mindshare given to sorting through various options

• Would appreciate “someone” making it easier for me to know what to do

©2010 BBY Solutions, Inc. All rights reserved. 

Help Me Feel Good About What I’m Doing

• Encourage me and reward me beyond my bill

• Make it real and tangible to keep me motivated

• Help me see how it is benefitting me (not you)

• Balance waste less, save money and my lifestyle

The Home Energy Department

• Vision: Best Buy will help you understand, control and reduce your energy consumption while maximizing your lifestyle

• Primary Target Customer: Life Maximizer & Home Safeguarder

• Customer Value Proposition:

1. Education

2. Assortment

3. Try & Buy

4. Let Us Integrate the Technology in your home

5. Deliver Value to Utility Partners

• Department Includes:

– Broad assortment (DIY, DIWM, DIFM), store experience labor models

– Unique services include Self-assessment, Home Energy Surveys/Audits and HEM device installation

©2010 BBY Solutions, Inc. All rights reserved. 

Home Energy In-store Department

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Home Assurance Vignette

Home Energy Efficiency Vignette

Home Control Vignette

Smash Wall

Home Energy Platform: Home Smart• 3 Locations

– Chicago: – Houston:– San Francisco:

• Products – home energy management, home control and home assurance & Services

• 3 Demo Vignettes – Home Assurance, Home

Energy Efficiency, and Home Control

• Consultation Bar messaging and content on Services– Audits– Installation– Incentives/rebates– Partnerships

Geek Squad Home Energy Auditors/Surveyors