Does the “Geek Squad” have legs?

A brief RetailWire comment (below) about Best Buy leveraging its Geek Squad concept — first at Target, now on eBay:

I was a skeptic about the Target deal, because Best Buy is helping to chase customers out of its own underperforming stores to another brick-and-mortar competitor. On the other hand, the affiliation with eBay is a smart move. It helps rebuild the “brand equity” of a key point of difference for Best Buy, and it helps drive profitable revenue for the company without depending on foot traffic in its own stores.


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