Best Buy Makes House Calls

Apr 30, 2004
George Anderson

By George Anderson

Best Buy’s chief executive, Brad Anderson, has said he wants to improve the customer experience for those shopping at the consumer electronics chain.

Now, he’s ready to extend that experience to the home with a team of computer technicians, known as the Geek Squad, on the job and ready to make house-calls 24/7.

Best Buy is rolling out its Geek Squad repair service to 425 of the chain’s 550 retail stores.

Steven Baumgarten, an analyst with the investment firm Parker/Hunter, told the Pittsburgh Post-Gazette he believes the Geek Squad may help Best Buy differentiate itself from
competitors beyond simple price comparisons. Done correctly, the Geek Squad could create customer goodwill and loyalty for the chain.

Moderator’s Comment: What are your thoughts on Best Buy’s Geek Squad service and other actions the retailer is taking
to differentiate itself in the market?

George Anderson – Moderator

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