Best Buy Has Jumped the Shark
The other day I read an article asserting that Best Buy was doomed because of poor service and a failed business model. After my experience today trying to use their in-store pickup service, I am inclined to agree. What makes this even more amazing is how badly things have changed in just a few weeks, at least at my local store in Marlborough, MA.
In between Christmas and New Year’s I needed a USB sound card for my laptop. The Best Buy web ordering experience couldn’t have been better. I placed the order one evening and went to the store the next morning. Best Buy had a parking space near the door reserved for in-store pickup customers (which I didn’t use). Whe I walked through the door, the pickup desk was literally 5 feet inside. I walked up, handed the clerk a copy of my order e-mail, showed my ID and paid. The door guy wished me a good day and I was on my way. In and out in under 5 minutes.
Contrast that with today. I decided it was time to get the keyboard dock for my Asus Transformer TF101 tablet. I found it online for $25 less than the Best Buy price, but I was willing to pay the difference in order to have it today. I placed my order, and about 30 minutes later the confirmation e-mail arrived, so I headed to the store. That’s when I saw how much had changed in just a few weeks. When I walked in, the pickup desk was no longer conveniently right by the door. I asked the fat, greasy door guy in the terrible yellow polo shirt where the pickup window went. He told me pickups now had to go to customer service. So I walked over and got in line behind 4 other people carrying things they were cearly returning.
I don’t know who at Best Buy came up with this plan, but one of the first rules of retail is: when a customer wants to give you money, take it
! Do not make them wait in line behind 4 other people who are going to cost you money. As I was standing there wasting time, it occurred to me that it probably would have been faster to just walk to the computer department, find a keyboard, and go through the normal check out. But I figured I’d get a whole bunch of reminder messages that I didn’t want to deal with, so I stayed.
The line was slow. It didn’t help that one of the original clerks decided that it was time to answer phone calls and stop helping people in line. This is always a source of irritation for customers – your floor people should never be taking phone calls. I’ve taken the time to drive to your location – phone customers are still on the fence. See my previous rule: if I’m waiting in line to give you money, take it. Don’t blow me off to prospect with people on the phone.
So I finally make it to a clerk. Things start pretty well – I show him the confirmation e-mail on my phone, he locates the box, and things look OK. Then I realize that the seals on the box are broken. The ones that ASUS puts there which say, “Check contents if seal is broken.” The box itself was scuffed and the keyboard inside was wrapped in a plastic sleeve that was ripped as though it had been opened. I asked the clerk why it was open and he said I shouldn’t worry – it wasn’t a floor model or anything. I still asked him to replace it with an unopened box. With a couple of quick calls on the radio and a 5 minute wait, someone brought up a new one. I don’t blame the desk clerk – but I’m willing to be several people at Best Buy had their hands on this box and not a single one of them cared enough to point out that it was open and replace it with a new one. That says a lot about Best Buy’s culture of service.
So I finally had my keyboard and it was time for my final indignity. I know Best Buy has always placed an employee near the exit to harrass customers on their way out the door rather than invest in real security. That this is an acceptable practice to them when their main competition is the convenience of online shopping probably says all you need to know about their culture. I hate this – and I barely tolerate it on a normal day because I know that the Best Buy door guy has absolutely no power to stop you from leaving the store. Today I was already fed up with my experience and was in no mood to stop. So when I was offered a bag at checkout I declined and headed for the door with my receipt and box in plain view. Keep in mind that I could see the front doors the whole time so it’s not like I was coming from some back corner of the store.
Sure enough the door guy asks for my receipt. I stop and show him the receipt which I’m holding right on top of the box. Instead of quickly looking and letting me go – I mean I bought 1 single thing, which wasn’t in a bag, in plain view of his little desk, he instead says, “Just a second,” and turns to accost a family leaving with stuff in a bag. I can only assume they got his immediate attention because they were much darker than either he or I. He tells them he needs to see what’s in their bag, at which point my switch flipped. I simply announced, “I’m leaving now,” and started walking out the door hoping they would follow instead of letting some minimum wage sloth paw through their property. The door guy said, “Wait … I have to,” and before he could finish I said, “You know you can’t stop me.” All he could say was, “Really, Sir?” “Really,” I replied.
So at this point I agree 100% with Larry Downes – Besy Buy is doomed. And good riddance. It amazes me that Best Buy has abandoned the one thing that seperates them from their competition – good service. And I’m not talking about complex systems either. I mean basic service: allow your customers to spend money easily, pay attention to them while in the store, and don’t harrass them and treat them like criminals when they leave. I mean really, a door receipt checker? If you are worried about cashiers mis-checking items hire some better cashiers and put in some cameras to watch them, not me. I wouldn’t think of letting a random stranger in the parking lot touch something I just paid good money for, what makes you think it’s OK if it happens just inside the door?
See you Best Buy – it will be a cold day in Hell before I enter one of your stores again.



















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