Best Buy’s New Ad Campign Needs More In-Store Oomph
Best Buy’s new advertising strategy, which embraces the idea of “showrooming,” could still be better, according to new research by social media experts, AdAge reports. “Showrooming,” is a strategy used by savvy consumers to examine a product they are interested in buying at a brick-and-mortar store, before searching for lower prices for the same item online and then purchasing that item over the internet, often from another retailer that boasts a lower price.
This fall Best Buy released a swath of holiday-season ads featuring celebrities like Will Arnett, Maya Rudolph, Jason Schwartzman, and LL Cool J that showcase showrooming in action, but then picture its characters buying online from Best Buy at the advertisement’s conclusion. The ads emphasize the retailers’ “low price guarantee” and it’s handy “in-store pick-up” option that allows users the convenience of ordering online, but picking up at their local store.
But while the creative new campaign appealed to consumers and helped get more foot traffic in store, it didn’t do as much as it could have to get customers to actually buy products from Best Buy over other competitors, namely Amazon, according to a social media analytics company Crimson Hexagon, which is not affiliated with either Amazon or Best Buy.