Case | HBS Case Collection | 2007 (Revised from original 2005 version)

Angels and Devils: Best Buy's New Customer Approach (A)

by Anita Elberse, John T. Gourville and Das Narayandas
 

Abstract

In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an analysis of the purchase histories of several customer groups. The central idea was to revamp stores according to the most lucrative types of customers they served--the "angels" among the company's customers. Encourages an assessment of Best Buy's strategy and, more generally, of the challenges and opportunities in managing customers for profits.

Keywords: History; Customer Relationship Management; Opportunities; Marketing Strategy; Leadership Style; Problems and Challenges; Growth and Development Strategy; Retail Industry; Electronics Industry;

Format: Print 5 pages Purchase

Citation:

Elberse, Anita, John T. Gourville, and Das Narayandas. "Angels and Devils: Best Buy's New Customer Approach (A)." Harvard Business School Case 506-007, February 2007. (Revised from original September 2005 version.)

Related Work

  1. Supplement | HBS Case Collection | 2007 (Revised from original 2005 version)

    Angels and Devils: Best Buy's New Customer Approach (B)

    Anita Elberse, John T. Gourville and Das Narayandas

    Keywords: Customer Relationship Management; Electronics Industry; Retail Industry;

    Citation:

    Elberse, Anita, John T. Gourville, and Das Narayandas. "Angels and Devils: Best Buy's New Customer Approach (B)." Harvard Business School Supplement 506-008, February 2007. (Revised from original September 2005 version.)
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About the Authors

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Anita Elberse
Lincoln Filene Professor of Business Administration
Marketing

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John T. Gourville
Albert J. Weatherhead, Jr. Professor of Business Administration
Marketing

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Das Narayandas
James J. Hill Professor of Business Administration
Senior Associate Dean for HBS Publishing; Senior Associate Dean, Chair, Executive Education
Marketing

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