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Best Buy refreshed its brand today, expanding the color palette and adding the tagline, “Imagine that.” It also added a holographic spokesperson, Gram. The logo, updated in 2018, remains the same.
The consumer electronics retailer aims to adapt to changing buying habits and lean into retail media’s growth while presumably turning around 10 straight quarters of sales decline.
“[Tech is] so pervasive in our lives, and so commonplace, that some of the fun and excitement for consumers has gone away,” said Best Buy chief marketing officer Jennie Weber, adding that the brand refresh aims to bring some of the “sparkle” back to consumer electronics—something consumer research had shown was lacking in recent years.
The company is launching an ad campaign with five new 25- to 30-second spots starring Gram. Best Buy declined to disclose the size of the media investment but said the ads will run on connected TV, online and social platforms.
Adding video and improving the app shopping experience
Best Buy also announced today that it is using artificial intelligence in its application to tailor and improve the digital shopping experience.
It increased investment in video, saying it will add more than 500 videos focused on new products, tech tips and buying guides to its YouTube channel by the end of the year.
The retailer also added training for its in-store sales associates to support shoppers navigating new tech, aiming to establish itself as an authority as generative AI changes the landscape of consumer electronics.
