Target bids farewell to the “Geek Squad”

Only a couple of months after announcing the expansion of the “Geek Squad at Target” test program, the two companies ended the experiment last week. Here’s my comment, from RetailWire:

Apparently the program worked well enough for Target, based on its expansion plans, but too well for Best Buy. The current management apparently decided that the best way to leverage a key asset like Geek Squad is within its own four walls, as it struggles to bring new productivity ideas to its overspaced stores. It’s also possible that the two sides couldn’t reach a financial agreement going forward.

There are few other branded “help desk” concepts as strong as Geek Squad, so Target needs to start over with a new partner (“Radio Shack at Target”?) or with its own internal CE service program.


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