Best Buy Community Oriented Retail Stores
Customers build stronger relationships with the retailer through active participation and community engagement.
Best Buy, Inc. partnered with ESI to create two community-oriented retail environments that were customized for key segments of the company’s customer base – early adopters of consumer electronics and women searching for electronics that can help them do what they love better.
The design solution was ESCAPE and Studio D. Both are experiential retail concepts that encourage participation and play across multiple channels including a store environment, website and community outreach program.
The ESCAPE store is a high-energy entertainment and retail destination for those who want the absolute latest in cutting-edge gadgets, electronics and gaming. Visitors can try out merchandise not found elsewhere in the U.S., challenge friends at one of the game pods or arcade tables, hang out at the Internet café, or gather in one of the luxury boxes to watch a sports event or participate in a gaming tournament.
The boutique environment has a hip, industrial feel – retail with a touch of nightclub. Internally illuminated display tables draw customers to the high-end DVD and MP3 players, cell phones, and high-tech accessories allowing them to find and experience the latest “it” products in a comfortable and interactive environment. ESCAPE’s gaming zone includes PlayStation2 and Xbox consoles stocked with the newest and most popular games. For a more indulgent experience, friends can gather for a night on the town in one of ESCAPE’s two luxury boxes which combine the best high-tech home theater and console gaming technologies with high design.
To bring ESCAPE to customers where they live and play, ESI designed an interactive website and community outreach program. Customers can research the latest products and trade tips with others.
Studio D is an inviting boutique retail experience with home-like and solutions-based merchandising stations, classrooms, community gallery, web experience and community outreach program.
Studio D goes beyond selling technology products. It is a participatory shopping experience providing complete technology support and solutions through personal advice, hands-on learning experiences and an inviting, social environment. The store’s layout, merchandise, classrooms and staff are all aimed at helping people learn, create and interact with each other—both in and outside the store.
The design of the Studio D retail environment is warm, welcoming and home-like with displays that present digital solutions in a "please touch" environment. Studio D’s classroom environments provide intimate learning experiences that make technology simple, understandable and fun. Customers can even bring their new digital creations to life with the studio’s sophisticated printing capabilities. To bring Studio D to customers where they live and play, ESI designed an interactive website and community outreach program. Studio D’s community commitment also includes a rewards program, which donates 1% of purchases to local charities.
In sum, ESI’s design for ESCAPE and Studio D has helped build community and customer loyalty, foster learning and drive product sales. ESI is currently collaborating with Best Buy’s Experience Design Group to develop and test new ideas for other community-focused store concepts.