{"id":1873,"date":"2013-01-02T18:45:05","date_gmt":"2013-01-02T18:45:05","guid":{"rendered":"http:\/\/www.retailprophet.com\/blog\/?p=1873"},"modified":"2013-01-02T18:45:05","modified_gmt":"2013-01-02T18:45:05","slug":"what-if-best-buy-charged-admission","status":"publish","type":"post","link":"https:\/\/www.retailprophet.com\/2013\/01\/02\/what-if-best-buy-charged-admission\/","title":{"rendered":"What If Best Buy Charged Admission?"},"content":{"rendered":"

By Doug Stephens<\/p>\n

O.K., suspend your disbelief just for a moment and hear me out\u2026<\/strong><\/p>\n

In 1999, Joe Pine and James Gilmore, authors of The Experience Economy<\/a><\/strong> \"\"predicted that we were entering an era where intense commoditization of goods left retailers with only one alternative \u2013 the need to design and stage unique and memorable experiences that are so good they justify charging an admission.\u00a0 So far, this hasn\u2019t really materialized beyond the gates of Disney World, but the question is, has the time finally arrived?<\/p>\n

One can\u2019t help but wonder if embattled electronics retailer Best Buy might not be the canary in the coalmine to test Pine and Gilmour\u2019s theory in the real world.\u00a0 Could Best Buy reinvent such an extraordinary closed-door, online\/offline, electronics shopping experience that it could justify a per-visit admission or perhaps an annual membership fee?<\/p>\n

But let\u2019s be clear.\u00a0 I\u2019m not talking about adding a few part-timers to the sales floor at peak hours.\u00a0 And I don\u2019t mean shouting an overly enthusiastic, and mandated \u201cHi!\u201d at every customer entering the store.\u00a0 I\u2019m talking about something way, way beyond that – something truly unusual, revolutionary and transformative.\u00a0 And I\u2019m also not suggesting charging some nominal, apologetic, nuisance fee.\u00a0 I\u2019m talking about an amount great enough that it does two things; creates significant customer expectations of the experience they\u2019re going to be getting and also drives significant revenue for Best Buy. Ever hear anyone say they felt ripped off at Disney World? Me neither.\u00a0 Disney World isn\u2019t cheap and a mind-blowing shopping experience shouldn\u2019t be either.<\/p>\n

So, back to my question.\u00a0 Could Best Buy offer an experience worth paying for.\u00a0 Could they offer:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 First-look access at manufacturer prototype products?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Guaranteed access to new model introductions?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Exclusive brand launch party access?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Trade-in programs and incentives?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Super-experiential displays and product sets?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Member-only tech test-drive programs?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Access to super-high-end and more rare products and services for the true tech freak?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 A completely connected and personalized experience using the mobile device as the tether?<\/p>\n

Could Best Buy pull it off?\u00a0 Or perhaps the more pressing question is, do they even have a choice in the matter?<\/p>\n

 <\/p>\n

Look for my book, The Retail Revival: Reimagining Business for the New Age of Consumerism<\/a><\/strong>, available for pre-order now.<\/p>\n","protected":false},"excerpt":{"rendered":"

By Doug Stephens O.K., suspend your disbelief just for a moment and hear me out\u2026 In 1999, Joe Pine and James Gilmore, authors of The Experience [\u2026]<\/span><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[236,46,24,253,45],"class_list":["post-1873","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-best-buy","tag-marketing","tag-retail","tag-showrooming","tag-strategy-3"],"yoast_head":"\nWhat If Best Buy Charged Admission? | Retail Prophet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retailprophet.com\/2013\/01\/02\/what-if-best-buy-charged-admission\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What If Best Buy Charged Admission? 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