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Case
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Reference no. 9-510-S01
Spanish language
Subject category: Marketing
Authors: Anita Elberse (Harvard Business School); John T Gourville (Harvard Business School); Das Narayandas (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 1 February 2007
Length: 7 pages
Data source: Published sources
Topics: Customer profitability; Customer satisfaction; Marketing strategy; Market segmentation; Target markets; Customers; Customer Relationship Management (CRM); Business history; Growth strategy; Leadership styles
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Abstract

This is a Spanish version. In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the 'devils' among its customers. The 'customer centricity' initiative, which was led by Best Buy's CEO Brad Anderson, was based on an analysis of the purchase histories of several customer groups. The central idea was to revamp stores according to the most lucrative types of customers they served-the 'angels' among the company's customers. Encourages an assessment of Best Buy's strategy and, more generally, of the challenges and opportunities in managing customers for profits.
Location:
United States
Industries:
Retail trade; Computers & electronics
Size:
USD20 billion revenues, 100,000 employees
Other setting(s):
2004
Compact case
Supplement
-
Reference no. 9-506-008
Subject category: Marketing
Authors: Anita Elberse (Harvard Business School); John T Gourville (Harvard Business School); Das Narayandas (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 1 February 2007
Length: 4 pages
Data source: Published sources
Topics: Customer profitability; Customer satisfaction; Marketing strategy; Target markets; Customer relationship management; Retail
View full details

About

Abstract

This is a Spanish version. In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the 'devils' among its customers. The 'customer centricity' initiative, which was led by Best Buy's CEO Brad Anderson, was based on an analysis of the purchase histories of several customer groups. The central idea was to revamp stores according to the most lucrative types of customers they served-the 'angels' among the company's customers. Encourages an assessment of Best Buy's strategy and, more generally, of the challenges and opportunities in managing customers for profits.

Settings

Location:
United States
Industries:
Retail trade; Computers & electronics
Size:
USD20 billion revenues, 100,000 employees
Other setting(s):
2004

Related

Compact case
Supplement
-
Reference no. 9-506-008
Subject category: Marketing
Authors: Anita Elberse (Harvard Business School); John T Gourville (Harvard Business School); Das Narayandas (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 1 February 2007
Length: 4 pages
Data source: Published sources
Topics: Customer profitability; Customer satisfaction; Marketing strategy; Target markets; Customer relationship management; Retail
View full details