Best Buy CEO Hubert Joly: "Ten years ago at Best Buy, we thought 'Amazon will kill us'"
Last week, Best Buy CEO spoke at the Adobe Summit in Las Vegas about the company's digital transformation over the past decade, and what's next for Best Buy.
Last week, Best Buy CEO spoke at the Adobe Summit in Las Vegas about the company's digital transformation over the past decade, and what's next for Best Buy.
Hubert Joly is Chairman and CEO of Best Buy. He joined the team in 2012, and has led the company through some important digital transformation. Last week, Joly spoke at the Adobe Summit in Las Vegas, interviewed by Adobe’s CEO, Shantanu Narayen.
(Photo by Jeff Bottari/AP Images for Adobe)
Joly began by discussing Best Buy’s journey competing against Amazon.
“Ten years ago at Best Buy, we thought “Amazon will kill us.”
First, Best Buy launched a much-publicized “Renew Blue” campaign, which was about reviving the company. Now they’ve moved on to reinventing its future trajectory. They call this campaign “Best Buy 2020: Building the New Blue.”
“Our purpose is to enrich lives with the help of technology. Not to sell products to you.”
So what are they doing to reinvent themselves?
Truly, they’ve come a long way from just selling TVs.
“Seven years ago, 80% of Best Buy’s media spend was mail. Now, 90% is digital.”
Being able to put the customer journey together with single customer ID is foundational. Now, the company focuses on optimizing all communication — how much, to whom, what time of day. etc.
Even their in-home advisers are equipped with customer support, Joly says.
This is a company with hundreds of thousands of employees, and thousands of stores.
And yet, according to Joly,
“We don’t see ourselves as brick and mortar retail. We see ourselves as obsessed with customers in a way that truly solves their unique problems.”
Mainly, building this new blue, Joly says. Continuing their transition toward developing and selling solutions over just products.
And moving forward, metrics are continuing to change. Instead of just asking “how many customers do we have?” the new order of questions is:
Most of all, Joly emphasized:
“Our purpose is not to make money. Making money is an imperative — we have to make money. Our purpose is something else — something meaningful to be part of.”