Challenge

Determine retail location strategy for recently acquired Magnolia Audio and Video stores.

Actions

Created a segmentation of Magnolia customer base and developed a customized communication series based on consumer segment assignment. Tracked and analyzed Best Buy and Magnolia customer purchase patterns at the SKU level to determine amount of "cross-shopping" between the two brands.

Results

Based on cross-shopping analysis, Best Buy executed the "store within a store" concept and expanded Magnolia high end retail locations within the Best Buy store footprint as opposed to continuing a free standing brick and mortar strategy for Magnolia.

Tactics

• Retail sales database development
• Retail Sales Analyses - SKU level
• Customer Segmentation