Maybe Calling Itself A “Showroom” Isn’t The Best Holiday Marketing Plan For Best Buy

ultimate_showroomA showroom is a place where you go to look at stuff and think about buying it, but it may not necessarily be in stock or even available. In the e-commerce era, it has a slightly different meaning: the term “showrooming” means visiting a nearby store to check out an item in person, then buying that item online from a different company.

Retailers, as you can imagine, aren’t fans of the practice. The near-term future of electronics chain Best Buy depends on convincing Americans that their stores can serve purposes other than “Newegg showroom.”

With that in mind, reader Paul thought that this promotional e-mail he received from Best Buy was kind of strange.

BestBuyEmail

Is it such a great idea for a company that’s still fighting showrooming to actually advertise itself as a showroom? Tipster Paul said that it was like a real-life version of the Best Buy slogan featured in one of our posts from last week, 11 Company Slogans That Say What We Know To Be The Real Truth.

Maybe this isn’t their entire holiday marketing campaign: it could be just one little graphic on one e-mail sent to Best Buy’s rewards program members: people who have made purchases in the store before and probably will do so again. If Best Buy stores became a showroom for BestBuy.com, that might actually work out.

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  1. cantwaltz says:

    Thank you for reminding me of Service Merchandise. I loved those catalogs when I was a kid. The actual store experience, however, is something that Best Buy should be trying to avoid if they want to continue to be relevant. Hmm, maybe they should embrace the “showroom” label, stop selling products, and charge a cover so you can check out the merchandise in person. Although I’d rather they paid me to go there. I’ve never had a good experience, and they always treat me like a thief.

  2. arbyrb says:

    They are running concurrent “showroom” tv ads too, I saw one last night on the Whirled Serious game, I think. Wasn’t paying much attention, but the word showroom did draw my eyeballs toward the screen.

  3. GnRJosh says:

    Not sure I understand their line of thinking on this, but I guess any warm bodies in their store can give off the false sense of prosperity so perhaps they are hoping if people come in and see a bunch of other people there, that will give off the impression that people like to shop there and they’ll hopefully be more apt to spend their money in the store.