Tom Dougherty, CEO – Stealing Share
11 July 2017
Amazon IT comes to take down Best Buy
I’ve well documented my detest of Best Buy. And the new appearance of Amazon IT may finally put the retail brand to rest. Seems to me, there isn’t much of anything Best Buy does well. It’s shopping experience is the worst. Its reward’s program is a joke. And worst of all, its brand is flawed.
That’s a lot to shoulder up. At least its Geek Squad rules the roost (said with a healthy dose of sarcasm). Not necessarily so. Its goofily clad band of tech gurus may soon be under fire, too. By an Amazon IT group, no less.
As reported by the tech news outfit, TheStreet, “Amazon is quietly posting job notices hiring IT professions for its own in-home electronics repair army, to rival Best Buy’s Geek Squad.” Best Buy’s response spouts the expected. “Today’s news reflects what we know: Consumer’s love technology but frequently need help getting the most out of it.”
“But (and it’s a big “but” at that) Amazon’s brand loyalty and promise far exceeds that of Best Buy. So If the “everything store” can now fulfill one more need, that’s one more nail in Best Buy’s coffin.”
The new mission of Amazon IT should make Best Buy shiver with fear
Here’s the straight dope — Amazon is on a mighty tear. Enough so that even Walmart is watching its step. (Note its recent acquisition of e-commerce site Jet.) So the thought of the Bezos crew dabbling in able bodied Amazon IT should be downright frightening to Best Buy. The retail is stupid if it isn’t scared.
Through Geek Squad, Best Buy (loosely, mind you) held onto the brand promise of expertise. The Geeks could fix your every tech problem. They had all the answers and could even make home visits — if you could handle waiting that long for them to come out.
That all hasn’t suddenly gone away. But (and it’s a big “but” at that) Amazon’s brand loyalty and promise far exceeds that of Best Buy. So If the “everything store” can now fulfill one more need, that’s one more nail in Best Buy’s coffin.
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