RetailWire Christmas Commercial Challenge: Best Buy vs. P.C. Richard & Son
This week’s RetailWire Christmas Commercial Challenge is a David and Goliath matchup between P.C. Richard & Son, a 75-store chain selling consumer electronics and major appliances in the New York metro area, and Best Buy, the largest consumer electronics chain in North America with over 1,500 stores.
P.C. Richard, which traces its founding to a hardware store opened in Brooklyn’s Bensonhurst section in 1909, has built its Christmas campaign around the tagline, “Be the gift hero.” The spot features the chain’s selection of gifts to meet the needs of the entire family with expert in-store advice from the P.C. Richard’s staff.
Part of Best Buy’s success in recent years has been tied to its store-within-a-store concepts focused on major consumer electronics brands. The retailer has pulled that messaging into its Christmas “Open This Last” campaign with different spots featuring brands such as ADT, Apple, Google and Lenovo. The spot in competition highlights Apple product offerings at Best Buy along with the chain’s service in support of its customers.
DISCUSSION QUESTIONS: How would you compare the appeal of Best Buy’s “Let’s Hear it for Dad” to P.C. Richard’s “Be the #GiftHero”? Which do you think does a better job of connecting with each company’s core customers while reaching out to new shoppers?