The digital photography industry is populated by a variety of consumers, ranging from point-and-shoot special occasion users to professional photojournalists and photographers. Amidst declining industry sales, Best Buy invested in Rejuvenating the Customer Experience (a pillar of its Renew Blue transformation effort) when shopping for a digital camera through the launch of Camera Experience Shops (CES) in select markets. The intent of these enhanced shopping spaces was to increase revenue performance and market share.
To prepare employees to provide exceptional customer service in the Camera Experience Shop, Best Buy created a blended training plan (live facilitated training, post-facilitated training support, in-store vendor training, and online/self-paced training). The training program aimed to provide employees with enhanced digital imaging knowledge related to technology and vendor features and offer selling behavior practice.
Program Details
Live facilitated training took place over five days. Employees were trained on basic to advanced photography skills, which were reinforced through hands-on time with an assortment of camera gear provided by vendors. Employees practiced selling in the CES through role-plays conducted in a mock-up of the new department to reinforce key behaviors. Canon, Nikon, and Sony also facilitated training to help employees to become brand experts. Photo coaches were assigned to CES employees to provide hands-on coaching during the live facilitated training. The coaches also provided post-training support to help set these employees up for success. Additionally, employees received ongoing training through an online curriculum specifically designed for them and through vendor visits to stores. Employees in the Camera Experience Shops learned from their peers by interacting and sharing best practices on Best Buy’s Digital Imaging Forum—an internal social networking site created by passionate digital imaging employees with the intent of improving the customer experience.
Results
Within one month of launch, Best Buy stores with the Camera Experience Shop saw a comparable revenue increase of 35 percent. A breakdown of performance by product class showed positive revenue comp of up to 53 percent in DSLRs, 84 percent in Camcorders, and 198 percent in Lenses.
At the end of fiscal August, the digital imaging category was comping up 1.01 percent with $10 million over the revenue target. The success of the initial shops led to the addition of 30 Camera Experience Shops that launched during the holiday season.
