Best Buy’s new 40,000 square foot virtual store inside of a warehouse in Bloomington, MN takes online service to an entirely new level.
Because Best Buy’s virtual store concept is brilliant for three key reasons.By centralizing all the customer service activities out of one warehouse, Best Buy can service the entire country via that one operation alone.
This setup contrasts sharply with all the money being thrown at clienteling solutions that attempt to put customers face-to-face with representatives from their local stores. The drawbacks of these solutions are many – for example, employee turnover is always high at a store level, so solutions like these require constant training and retraining and therefore make it difficult to provide a consistent level of customer service for the end consumer.
Relative to an impersonal traditional e-commerce experience, where a consumer just goes on his or her browser, searches for what he or she wants, and then just clicks a buy button, the Best Buy virtual store is built to create a more personal, visual connection with customers. But, most importantly, that same connection and extra time spent with customers also helps to reduce online shopping’s biggest pain point, i.e. customer returns. Online customer returns were,, almost 21% of sales in 2021, so any reduction in returns that Best Buy can secure from its virtual store translates to an immediate bottom line profit improvement.
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