Is Best Buy’s ‘Showrooming’ Campaign Working?
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Best Buy’s showrooming strategy is likely paying off through increased store traffic but more could be done to encourage shoppers to actually buy its products, new research based on social-media data suggests.
Best Buy in late October launched its first specific showrooming campaign via a spate of ads featuring actors Will Arnett, Maya Rudolph, Jason Schwartzman and LL Cool J. At the time, the company said it hoped to show consumers there is a better way to research and buy electronics via its “low price guarantee” and the ability to order online and pick up in store.
Jehan Hamedi, global market development manager at Crimson Hexagon, a social-media analytics company that analyzed Twitter and Facebook data from 16,500 online consumer opinions from Oct. 21 to Dec. 12 on Best Buy, said his company fround creative aspects of Best Buy’s showrooming campaign resonate well with consumers with positive sentiment outweighing the negative. However, he said it’s understanding what drives consumers to buy that is the most relevant and said that 10% of surveyed consumers said the showrooming strategy actually gives Amazon the benefit. (Neither Amazon nor Best Buy is a Crimson Hexagon client.)
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