Best Buy reimagines its role in bringing tech to life for customers

Innovation and technology are key to how we live our lives, and no one knows better than we do the incredible experiences and change they can create. For nearly six decades now, we've delivered on our purpose to enrich lives through technology by embracing change - in our tech assortment, the experiences we create, and how we're there for our customers.

Today, we're excited to share some changes that are coming - to our brand and the personalized experiences we're creating for our customers.

But first, the why. Our customers are at the heart of all we do, and the role they want us to play in their lives and with technology has evolved. They don't always need us to be the expert anymore. Customers are more familiar with technology, do a tremendous amount of research on their own, and know we will be there with our expertise when they need it. Today, they want us to play a bigger role in helping them discover new technology, how it can elevate their lives, and the extraordinary things it can do for them.

"We're embracing this change, and we're excited about it, because we know it's where our customers want us to go," said Jennie Weber, Best Buy's chief marketing officer. "This new world of discovery is personal to every customer, their passions and the moments in life that matter most. They want technology to level up their lives - to help them do more of what they love - and there's no one more passionate and better positioned to do that than Best Buy."

imagine that.

The world of discovery we're building is centered on asking our customers, "What if? In finding the answer, we're introducing a new tagline, "imagine that."

What if your fridge could tell you what's missing from your grocery list? What if a ring could show you your health?

This simple-but-powerful question is where all new ideas and possibilities come from and leads to that exact moment when you realize how technology can unlock a little magic in ways you didn't expect.

Along with our new tagline, we're giving our brand a modern look and feel, which will be phased in over time. We'll also introduce a refreshed color palette. Our iconic blue and yellow aren't going anywhere, but we're adding hints of magenta, teal and red. We've also added a modernized version of our tag that will show up across a variety of channels. Each of these new components bring to life the energy and vibrancy that is discovering new possibilities.

Pulling this all together in our advertising is Gram, who will quickly become a familiar character in our ads. Meet Gram - he's ready to spark customer curiosity, help with discovery and talk some tech:

You can also find Gram in our new back-to-school ads across TV, online and social media platforms.

A world of personalized discovery and support

This new era of discovery is coming to life across Best Buy in highly personalized ways for each customer, through our expansive tech assortment, our one-of-a-kind digital and in-person experiences, and our support and resources - whether self-serve or full-serve. Here's a look at some of the ways it's coming together.

• We recently rolled out a host of new features on the Best Buy® app designed to give our customers a personalized shopping experience that's as unique as they are. This includes a new personalized home page, a Discover tab where customers can explore new tech, a Shop with Videos experience with personalized video content, personalized push notifications, a new Digital Wallet payment and rewards experience and much more. And just in time for the back-to-school season, we're helping customers find the right tech at the right price point. Customers can now choose to receive personalized alerts to make sure they don't miss when a product they've had their eye on goes on sale, or when their exclusive member deals go live.

• A growing number of our customers prefer video content when discovering and learning about technology. We're creating a new lineup of video content focused on innovators, new products, discovery, tech tips, buying guides, and more. More than 500 videos will be rolled out by the end of the year on the Best Buy YouTube channel, the Best Buy app and BestBuy.com. That's three times more than last year.

• When our customers walk through our doors, we want them to get excited about all that can be discovered, and we've reimagined how our stores can do just this. Later this summer and fall, we're introducing more experiential spaces in hundreds of stores that showcase the latest tech, from brands like GoPro, Tesla, Lovesac and Starlink.

• In addition to their amazing expertise, our Blue Shirts and Geek Squad^® Agents are the ultimate champions of technology and helping our customers imagine what's possible. We're adding dedicated teams in our computing, appliance and home theater sections, which is exactly where our customers have told us they want support. We brought this to life during the recent launch of Copilot+ with more than 30,000 team members ready to help.

• We know that many of our customers like to do their own research. Our partnership with CNET will allow us to integrate unbiased editorial advice from CNET's experts throughout every stage of the customer shopping journey across Best Buy channels - such as BestBuy.com, in store and on the Best Buy app.

• This summer, through our new partnership with Google Cloud, we're providing our customers and employees with even more personalized, best-in-class tech support experiences, including a gen AI-powered virtual assistant for customers who prefer a self-service option.

Discover and explore the latest technology at BestBuy.com.

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