Electric cars at Best Buy? Really?

By the time most RetailWire panelists weighed in on Best Buy testing electric cars, the response was pretty evenly divided. Some felt this was a forward-thinking idea, others (like me) felt it was a distraction from Best Buy’s core mission. Here’s my opinion:

Sorry, I don’t agree with many of the other panelists. If I were drafting a “brand promise” for Best Buy, it would sound something like this: “We aspire to be the top-of-mind retailer for electronics and digital solutions when consumers think of newness, assortment, pricing and service.” To me, electric cars — like bicycles and exercise equipment — are the sorts of distractions preventing Best Buy from executing its mission at past levels (and in emerging businesses like tablets and smartphones) as quickly as possible.

 

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