Best Buy Marketing to Women



When Best Buy reviewed its customer database in 2004 and found that women — mostly suburban moms with kids aged 6 to 12 – bought over 40% of its products, they decided it was time for some changes.

To cater to their female consumers, their stores now have personal shopping assistants who don’t talk in geekspeak. Best Buy is adding softer lighting and multiple hues to its basic blue and yellow colors. In their home-theater station, customers get a feel for the system in a nonthreatening environment where a sales associate can explain all the features from hardware to content. They have no doubt that focusing attention on their women consumers will improve their bottom line

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

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