Best Buy’s rewards program
Tom Dougherty, CEO – Stealing Share
13 October 2013
Best Buy’s rewards program points out the retailer’s flaws
Best Buy has revamped its rewards program with a new name and slightly new details. The new program, My BestBuy, looks and feels similar to its long running Rewardzone loyalty program. The new program adds two new classes, Elite and Elite Plus, to accompany its generic member class (replacing the old Rewardzone premier silver membership.) There are varying degrees what each membership level gets, and the membership levels are achieved by dollars spent in a calendar year ($1500 for Elite and $3500 for Elite Plus).
So where is the problem? The problem is that, as it stands now, My Best Buy puts too much emphasis on better customer service, which should be a marching order to employees working with anyone who walks through the door.
In terms of retail experiences, Best Buy is nothing special and, at times, my personal experience has been downright bad. Store help is difficult to find (especially because employees are confined to their departments), product knowledge leaves something to be desired and checkout is cumbersome and often time consuming.
All this rewards strategy does is highlight how poor Best Buy’s regular customer service is.
To make the Best Buy brand most viable, good customer service must be felt by anyone who walks in the door. Think of all the successful retail experiences like Ikea or Apple. The experience is the same whether you are there to buy large or small.
Best Buy’s new reward system is a nice tactic at consumer loyalty, but its narrow focus will do little to make consumers see the brand or its experience any different.
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