Project Altitude

I finally have a moment to give a brief update on a big project I've been working on over the past 8 months. In a nutshell, the objective was to build a store and create an experience that was more appealing and engaging to female consumers without alienating BBY's core customer, males. Data (and my gut) tell us that there are many females out there who seek and enjoy the benefits that consumer electronics can bring, but we know that BBY is not necessarily this consumer's favorite go-to store. With this store, we made changes to the physical environment, how we operate within the store and our labor model to better serve these customers. The store is located just outside of Denver, CO. Our approach was the first of its kind in retail in that we engaged female customers from the Denver community in a partnership to design and create this store. We did not do surveys or focus groups, these customers truly became a part of the Best Buy team and were with us all along the way. In fact, they helped pick out furniture for our room vignettes, they helped train our employees on how better to serve customers...they were our inspiration for what a great retailer is and what it means to be a part of the community in which we operate. I could go on and on about the process, the people I met, the experience I had, but it would take hours. The following article by the Associated Press says it all. And, the appeal? Let's just say this...my team and I were interviewed by Catherine Tsai at the AP the afternoon of Oct 2 and 24 hours later we had 68 media hits, i.e. media outlets that picked up the story - locally and nationally via TV, radio, print, on-line, etc. It was a phenomenal response. I am so proud of this work!

http://www.forbes.com/feeds/ap/2008/10/03/ap5507386.html