Camera Experience Shop
Client: Best Buy
Role: Creative Direction, CX Strategy
Program: Camera Experience Shop
Tags: Reinventing Retail, Brand Strategy
We took this game-changing in-store experience from its pilot in 6 Chicagoland stores, to a few dozen stores regionally, to being a nation-wide experience that continues to grow in featured markets.
There was such a missed opportunity of consumers wanting to spend thousands of dollars on a DSLR (or similar) camera that they needed to test and play with in real life vs the experience of walking into a Best Buy store to buy one. Cameras were tethered to counters on short ropes. In bad lighting. With literally nothing to even shoot but your own feet. Our solution was to untether the cameras, train employees a thing or two about photography, build and create scenarios that allowed the cameras to speak for themselves. We even invited the public to exclusive events in stores before they opened for additional photography workshops and one-on-one sessions with professional photographers and experts from Cannon, Nikon, and other camera brands.
This had astronomical effects on the in-store experience and, importantly, the employee experience as well. The focused in-store experience allowed workers to show off their skills and really feel like they were helping individuals. Best Buy has been reluctant to share actual numbers with us, but their dedication to expansion year over year speaks for itself.
Program Recap Video
Find a Camera Experience Shop at a store near you.
(Seriously, sign up for a workshop too!)
Image and photo copyright, Best Buy.