Best Buy targets “invisible” business customers


10 August 2007 — Minneapolis (MN): Best Buy plans to target business professionals by labelling items tailored for business use in its stores.


Items including notebook computers and networking equipment will carry the label "Professional Series" in all 863 of its US stores. Best Buy hopes to capitalise on the "invisible business customer" that it said makes up 10 percent of its overall store traffic.


The electronics retailer said it will also train some store employees to help business customers.


The Professional Series label will initially feature notebook computers and networking equipment and extend to printing products, GPS and navigational equipment, digital cameras, storage products and mobile and landline phones over the course of the next six months.


Best Buy recently promoted David Hemler to the newly-created position of president of Best Buy for Business. Hemler, who joined the firm in 2006 as vice president of sales and operations, previously spent 11 years at Microsoft.


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