Will Best Buy’s New Initiative Make a Difference? [Video]

Best Buy has announced plans to shift its retail strategy from a traditional approach to a newfound focus on technology and customer engagement.

Over the years, Best Buy has marketed itself as a tech authority with knowledgeable salespeople, especially with its team of experts known as the Geek Squad. But now, according to the company, “The role they want us to play in their lives and with technology has evolved. They don’t always need us to be the expert anymore.” Nowadays, shoppers do more research independently and are more familiar with technology.

With its new plan of action, the retailer has decided to concentrate on fostering customer discovery and personalization. In the announcement, the company explained that customers now want Best Buy to “play a bigger role in helping them discover new technology, how it can elevate their lives, and the extraordinary things it can do for them.”

The company’s new tagline, “imagine that,” aims to …