Best Buy, a leading retail brand with a focus on consumer electronics, has established an impressive marketing strategy that has propelled its success in the digital age. This case study delves into the various aspects of Best Buy’s marketing initiatives, showcasing its commitment to digital transformation and innovative customer engagement tactics.
Key Takeaways:
- Best Buy witnessed a 72% increase in customers using their mobile application while in-store, demonstrating the effectiveness of their digital channels.
- Virtual interaction with customers soared by 150%, reflecting Best Buy’s ability to adapt and connect with consumers in a rapidly changing digital landscape.
- With 983 stores across the United States, Best Buy leveraged its extensive physical presence to offer convenient pick-up locations and in-store consultations.
- Best Buy implemented a price matching policy, enabling them to compete with rivals and combat the growing trend of showrooming.
- The Totaltech membership program by Best Buy provides customers with 24/7 tech support, free delivery, and installation on most purchases, fostering customer loyalty.
Moreover, Best Buy invested heavily in training its sales force to ensure exceptional product knowledge, allowing them to provide expert guidance and enhance the overall customer experience. By establishing stores within a store, Best Buy capitalized on cross-selling opportunities from major consumer electronics manufacturers, widening its product range and maximizing customer value.
Their unique Geek Squad services, available through the Totaltech membership program, further contributed to customer loyalty and solidified Best Buy’s brand recognition. With over $46 billion in revenue, a 93% brand recognition rate among consumers, and top-ranking customer service, Best Buy continues to set industry standards.
Despite facing challenges posed by changing consumer preferences, including declining sales of traditional electronics and increasing competition from online retailers, Best Buy remains resilient. With a 19% market share in the consumer electronics industry and over 1,100 stores across the USA, the company continues to evolve and adapt.
Best Buy’s unwavering commitment to its Customer Centricity Model since 2005 underscores the brand’s dedication to providing comprehensive customer solutions. Guided by their mission to deliver on technology promises, Best Buy aims to sustain growth, increase sales, and win customers through differentiation strategies.
Additionally, Best Buy places significant importance on global expansion and talent retention in achieving its objectives. By utilizing a differentiation strategy to create a unique presence and acquiring businesses to enhance its scope, Best Buy solidifies its position in the market.
However, it is worth noting that Best Buy’s dependency on a few major suppliers impacts its bargaining power. Diversifying its supplier network could help Best Buy improve its competitive advantage. The growing threat of online electronics shopping platforms poses a challenge, as it provides consumers with substitute products and services. Best Buy must adapt to these changes and continue to prioritize customer satisfaction to maintain its industry leadership.
As Best Buy evolves, its marketing strategy plays a pivotal role in driving growth and delivering value to customers. By leveraging digital transformation, adopting a customer-centric approach, and maintaining a strong presence across different channels, Best Buy is well-positioned to overcome challenges and remain at the forefront of the consumer electronics industry.
Impressive Figures of Best Buy’s Success
Best Buy has solidified its position as a powerhouse in the retail industry, with impressive figures that highlight its remarkable success. By the end of 2023, the company achieved a total revenue of $43.45 billion, demonstrating its financial prowess and market dominance.
Online sales played a significant role in Best Buy’s success, contributing $18.674 million to its revenue in FY 2023. This robust performance in e-commerce sales indicates Best Buy’s strong presence in the digital landscape, where it continually adapts and thrives.
One of the key factors driving Best Buy’s success is its customer-centric approach. The company prioritizes understanding and meeting the diverse needs of its customers. By employing omnichannel retailing, Best Buy seamlessly integrates online and in-store experiences, providing customers with convenience and a seamless shopping journey.
Best Buy also invests in technology and innovation to enhance the overall shopping experience. The integration of AI and Virtual Reality (VR) training initiatives showcases their commitment to staying at the forefront of advancements in the industry.
In addition, strategic collaborations and customized services based on customer preferences have helped Best Buy cultivate strong customer engagement. By leveraging the power of customer data, the company creates personalized marketing campaigns, resulting in improved customer experiences and higher satisfaction.
To stay competitive in the ever-evolving retail landscape, Best Buy has implemented strategic initiatives such as store closures, cost-cutting measures, and continuous improvements in customer experiences. This adaptive approach ensures they remain at the forefront of the industry.
Overall, Best Buy’s success can be attributed to its ability to navigate the digital landscape, engage customers effectively, and deliver exceptional experiences both online and in-store. With impressive revenue figures and a customer-centric approach, Best Buy continues to set the standard for retail excellence.
Customer Centricity: The Core of Best Buy’s Success
One of the key factors behind Best Buy’s remarkable success is its unwavering commitment to customer-centric practices. By prioritizing the needs and preferences of its customers, Best Buy has managed to create an exceptional brand experience that keeps consumers coming back.
Best Buy’s customer-centric approach is evident in various aspects of its operations. The company has embraced traditional marketing strategies while also adopting innovative digital initiatives to engage customers across different channels. Through captivating advertisements, interactive social media campaigns, and personalized services, Best Buy effectively connects with its audience, fostering loyalty and advocacy.
Best Buy’s dedication to the customer experience extends beyond marketing. The company invests heavily in employee training programs to ensure that staff members are equipped to provide outstanding service and support. This commitment to training has yielded significant results, including a remarkable 50% reduction in TV damages, resulting in savings of $200 million.
Furthermore, Best Buy recognizes the importance of aligning its employees with a purpose-driven work culture. The company gathers a team of 2,000 managers at the Holiday Leadership Meeting to discuss and reinforce the organization’s purpose. Additionally, Best Buy hosts quarterly retreats for a group of 10 executives to explore personal purpose, further fostering a customer-centric mindset throughout the organization.
In terms of its physical presence, Best Buy has strategically expanded its footprint, more than doubling its number of stores in the past five years. By maintaining a strong brick-and-mortar presence, the company aims to offer customers a unique in-store experience. This approach is in line with Best Buy’s recognition that in the Internet Age, customers seek more than just a transaction—they desire a seamless, immersive shopping experience.
Best Buy’s efforts to create a customer-centric brand experience have paid off. The company’s stock price, which hit a nine-year low in 2012, tripled under the leadership of CEO Hubert Joly in 2013. Best Buy’s share price went from $11 in 2012 to an impressive $110 by 2020, reflecting the confidence investors place in the company’s customer-centric business strategy.
Best Buy’s dedication to providing a superior customer experience has helped the brand differentiate itself in a highly competitive market. By assembling a wide range of carefully curated products and services, Best Buy continues to deliver on its promise to cater to customers’ evolving needs, fostering loyalty, and driving its continued success.
| Year | Statistic |
|---|---|
| 2012 | Quarterly profits dropped by 91% |
| 2013 | Best Buy’s stock tripled under CEO Hubert Joly’s leadership |
| 2012-2020 | Best Buy’s share price grew from $11 to $110 |
| – | Training at Best Buy led to a 50% reduction in TV damages, saving $200 million |
| – | Best Buy had 2,000 managers at the Holiday Leadership Meeting in connection to purpose-driven work |
| – | Best Buy gathered a team of 10 executives for quarterly retreats to discuss personal purpose |
| 2007 | Best Buy had more than 941 stores |
| 2007 | Best Buy’s revenue totaled $31 billion |
| 2007 | Best Buy had a market cap of $21 billion |
| – | Best Buy more than doubled the number of its stores in the past five years |
| – | Approximately 74% of Best Buy stock was owned by institutions |
| – | Approximately 19% of Best Buy stock was owned by insiders |
| – | Stock volatility: experienced fluctuations from $43 to $55, eventually stabilizing at $45 in 2007 |
| 2016 | Best Buy’s domestic internet sales grew by 24% in Q1, outpacing Amazon |
| – | Best Buy’s stock share nearly doubled to $30 per share within two years under CEO Hubert Joly’s “Renew Blue” strategy |
| 2016 | During fiscal 2016, Best Buy grew its domestic online revenue by 13% overall |
| – | Best Buy launched a same-day delivery pilot program in 13 cities |
| 2015 | Best Buy introduced new apps and features, including Blue Assist, Touch ID login, and the Geek Squad app |
Key Components of Best Buy’s Marketing Strategy
Best Buy, a leading consumer electronics retailer, implements a customer-centric approach to its marketing strategy, focusing on delivering tailored services and engaging with customers effectively. This approach not only enhances customer satisfaction but also drives sales and builds long-term relationships.
Tailored Services
Best Buy understands that each customer has unique needs and preferences. To cater to these individual requirements, the company offers personalized services such as personalized product recommendations, customized installation and delivery options, and flexible warranty plans. By providing tailored services, Best Buy ensures that customers find exactly what they are looking for and have a seamless and satisfactory experience.
Customer Engagement Strategies
A key element of Best Buy’s marketing strategy is its focus on customer engagement. The company employs various strategies to actively engage with its customers and build a strong relationship with them. These strategies include targeted advertising campaigns, loyalty programs, and regular communication through channels like email marketing and social media platforms. By fostering customer engagement, Best Buy creates customer loyalty and encourages repeat purchases.
Strategic Partnerships
Best Buy understands the importance of strategic partnerships in expanding its reach and offering unique products and services to its customers. The company collaborates with other brands and organizations to bring exclusive offerings and enhance its product portfolio. Through these strategic partnerships, Best Buy provides customers with a wider range of options and establishes itself as a trusted retailer with a diverse selection of products.
In conclusion, Best Buy’s marketing strategy is centered around a customer-centric approach, tailored services, customer engagement strategies, and strategic partnerships. By continuously adapting to changing consumer preferences and prioritizing customer satisfaction, Best Buy maintains its competitive edge in the consumer electronics market.
The Importance of Omnichannel Strategy for Best Buy
One of the key aspects of Best Buy’s marketing approach is its seamless integration of online and in-store experiences. Best Buy aims to provide customers with a convenient shopping experience by allowing them to browse, purchase, and receive products through multiple channels. This omnichannel strategy enhances customer convenience and strengthens Best Buy’s position in the consumer electronics retail industry.
By implementing omnichannel retailing, Best Buy has been able to cater to the evolving needs and preferences of its customers. The growing number of bricks-and-mortar retailers adopting programs like order online, pick up in-store reflects the importance of streamlining in-app navigation and search for quicker user interactions.
The need for real-time inventory insight has become increasingly vital for enhancing omnichannel shopping experiences. Customers expect accurate information on product availability across different channels to make informed decisions. Back-end inventory and order management systems play a crucial role in enabling features like real-time inventory filtering.
Mobile platforms have become a significant driver of omnichannel experiences, with increased smartphone usage for product research. Best Buy recognizes the significance of mobile and invests in optimizing its mobile platforms to ensure a seamless integration between online and physical stores.
Best Buy’s commitment to enhancing the customer experience has paid off in terms of revenue growth. In fiscal year 2016, the company witnessed a 13% growth in its domestic online revenue. Additionally, domestic internet sales for Best Buy grew by 24% in the first quarter of the same year, surpassing even industry giant Amazon.
Best Buy’s success can be attributed to its customer-centric approach, as emphasized by its CEO. The company focuses on providing personalized advice, convenience, and exceptional service, going beyond price competitiveness. This strategy has helped Best Buy maintain customer footfall and establish itself as a leading player in the competitive electronics retail sector.
As more consumers engage with multiple channels when making purchases or resolving queries, adopting an omnichannel strategy becomes essential for retailers. Omnichannel customers tend to shop 1.7 times more than those using a single channel, highlighting the potential for increased sales and customer loyalty.
While omnichannel retailing is crucial, it is important to note the distinction between omnichannel and multichannel strategies. Unlike multichannel approaches that focus solely on informing people about products or brands through various channels, omnichannel strategies aim for a unified customer experience by seamlessly integrating channels and providing a customer-centric approach.
| Statistics | |
|---|---|
| Over one-third of Americans made omnichannel features part of their regular shopping routines since the emergence of the COVID-19 pandemic. | |
| Nearly two-thirds of those individuals plan to continue using omnichannel features. | |
| During the COVID-19 pandemic, US grocery stores saw 20 to 30 percent of their business shift online. | |
| E-commerce accounted for 3 to 4 percent of total sales for grocers before the pandemic. | |
| More than 80 percent of retail sales still occur in physical locations, despite the transition to e-commerce. |
Best Buy’s success in implementing an effective omnichannel strategy demonstrates the importance of seamless integration between online and in-store experiences. By providing a unified and convenient shopping experience, Best Buy has been able to satisfy customers and drive revenue growth in a highly competitive industry.
Best Buy’s Digital Marketing Strategy
Best Buy, a leading multi-channel retailer in the consumer electronics and appliances industry, has implemented a robust digital marketing strategy to effectively engage with its target audience. One of the key elements of this strategy is the integration of artificial intelligence (AI) technology.
Through AI integration, Best Buy leverages advanced algorithms and machine learning to analyze customer data and gain valuable insights. This enables the brand to understand customer preferences, purchasing behavior, and demographics. By harnessing the power of customer data analysis, Best Buy can create personalized marketing campaigns that resonate with individual customers.
Personalized marketing campaigns play a crucial role in driving customer engagement and loyalty. Best Buy’s AI-powered systems allow the brand to deliver highly targeted content, recommendations, and offers to customers based on their specific needs and preferences. This level of personalization enhances the overall customer experience and increases the chances of conversion.
Furthermore, Best Buy’s digital marketing strategy encompasses various online channels such as its website, social media platforms, and partnerships with external sites. The brand maximizes its online presence to reach a wider audience and drive traffic to its e-commerce platform. The website serves as a convenient shopping hub, providing customers with detailed product descriptions, specifications, and user reviews.
Additionally, Best Buy recognizes the importance of its brick-and-mortar stores in establishing trust and credibility with customers. The physical stores act as showrooms where customers can physically experience and test products before making a purchase. This omnichannel approach aligns with Best Buy’s commitment to delivering a seamless and comprehensive customer experience.
To further strengthen its digital marketing efforts, Best Buy invests in training its staff to become experts in their respective product categories. These knowledgeable employees provide personalized recommendations and guidance to customers, enhancing the overall shopping experience.
Best Buy’s Digital Marketing Strategy Highlights:
| Key Elements | Benefits |
|---|---|
| AI integration | Enhanced customer experience Personalized marketing campaigns |
| Customer data analysis | Insights into customer preferences and behavior Precise targeting for marketing campaigns |
| Personalized Marketing Campaigns | Increased customer engagement and loyalty Higher conversion rates |
| Omnichannel presence | Seamless customer experience Establishing trust and credibility |
Best Buy’s digital marketing strategy showcases the brand’s commitment to leveraging technology and customer insights to deliver exceptional experiences. By integrating AI, analyzing customer data, and conducting personalized marketing campaigns, Best Buy continues to thrive in the competitive consumer electronics industry.
Above-the-Line Marketing Strategy of Best Buy
Best Buy’s above-the-line marketing strategy encompasses a range of initiatives aimed at capturing the attention of its target audience and establishing a strong brand presence. Through captivating advertising campaigns, strategic brand partnerships, and exclusive offerings, Best Buy sets itself apart from competitors and ensures a memorable experience for its customers.
When it comes to advertising campaigns, Best Buy leaves no stone unturned. The company leverages various channels such as television, radio, print media, and digital platforms to reach a wide audience. These campaigns are designed to showcase Best Buy’s extensive product offerings and highlight the latest technological advancements in the consumer electronics industry.
Furthermore, Best Buy understands the importance of brand partnerships in expanding its reach and enhancing its appeal. The company collaborates with renowned brands and designers to offer exclusive products and experiences that cannot be found elsewhere. These brand partnerships help Best Buy attract loyal customers and reinforce its position as a trusted destination for all consumer electronics needs.
In addition to brand partnerships, Best Buy also offers exclusives that give customers access to unique deals and products. These exclusives may include limited edition items, early access to new releases, or special discounts available only at Best Buy. By offering exclusive opportunities, Best Buy entices customers to make purchases and strengthens its position as a leading retailer in the industry.
Above-the-Line Marketing Strategy Key Features:
| Feature | Description |
|---|---|
| Advertising Campaigns | Extensive use of television, radio, print media, and digital platforms to showcase products and technological advancements. |
| Brand Partnerships | Collaborations with renowned brands and designers to offer exclusive products and experiences. |
| Exclusives | Unique deals and products available only at Best Buy, including limited editions and early access to new releases. |
Best Buy’s above-the-line marketing strategy is a primary driver of its brand recognition and customer engagement. By investing in captivating advertising campaigns, building strategic brand partnerships, and offering exclusive experiences, Best Buy ensures it remains a prominent player in the consumer electronics industry.
In-Store Strategy Analysis of Best Buy
Best Buy understands the importance of providing customers with an enhanced shopping experience in their physical stores. The brand’s in-store strategy revolves around creating a welcoming environment and offering expert advice to ensure customer satisfaction.
One key aspect of Best Buy’s in-store strategy is the emphasis on employing knowledgeable staff. The brand has a dedicated team of experts who are well-versed in the latest consumer electronics trends and products. Customers can rely on these experts to provide accurate information and guidance, making their shopping experience more informative and enjoyable.
Best Buy’s knowledgeable staff not only assists customers but also helps bridge the gap between online research and in-store purchasing. The expertise of the staff adds value to the customer journey, ensuring that customers feel confident in their decision-making process.
Furthermore, Best Buy understands that providing expert advice is not enough to create an enhanced shopping experience. The brand also prioritizes personalization by customizing offerings based on individual preferences and feedback. By tailoring their recommendations to each customer, Best Buy is able to enhance customer engagement and satisfaction.
Best Buy’s in-store strategy is complemented by its seamless integration of online and offline experiences. Customers can browse products online, make their purchase, and even choose to pick up their order in-store. This convenience allows customers to have a flexible and convenient shopping experience, catering to their individual preferences.
To optimize customer care processes and enhance operational efficiency, Best Buy integrates Artificial Intelligence (AI) into its operations. This includes the use of Generative AI to summarize customer interactions, reducing call times and improving service quality. Best Buy also embraces Virtual Reality (VR) training initiatives to improve sales techniques and enhance the skills of its employees.
With 905 flagship stores nationwide, Best Buy’s extensive reach ensures that it can serve approximately 75% of the US population within a 10-mile radius of its stores. This broad accessibility further enhances the in-store experience for customers.
| Statistic | Value |
|---|---|
| Number of flagship stores | 905 |
| Number of Outlet Stores | 20 |
| Number of Yardbird stores | Doubled from acquisition |
| Capital expenditures on store-related projects increase (2021-2023) | 203% |
Best Buy’s commitment to providing an enhanced in-store shopping experience, knowledgeable staff, and expert advice sets it apart in the consumer electronics retail industry. By seamlessly integrating online and offline experiences while leveraging AI and VR technology, Best Buy continues to maintain its leading position, catering to diverse customer needs and cultivating lasting satisfaction and loyalty.
eCommerce Strategy Analysis of Best Buy
As the largest consumer electronics retailer in the United States, Best Buy has established a strong online presence to complement its extensive physical store network. The company’s eCommerce strategy focuses on providing a convenient online shopping experience, enhancing customer engagement, and leveraging online product reviews.
Best Buy’s website and mobile app offer a user-friendly interface, allowing customers to browse and compare products seamlessly. With millions of unique visitors annually, the online platform caters to diverse customer needs by offering convenient online shopping for consumer electronics, computing and mobile phones, entertainment, appliances, services, and other products.
One of the key features of Best Buy’s eCommerce strategy is the integration of online product reviews. Best Buy encourages customers to leave feedback and reviews for the products they purchase, providing valuable insights for potential buyers. The higher number of reviews compared to competitors is a testament to the level of customer interaction and preference for Best Buy.
Best Buy’s eCommerce strategy also includes offering various online services and benefits. Customers can leverage the convenience of online shopping and take advantage of the company’s exclusive discounts, benefits, and personalized offers through the “My Best Buy” loyalty program. This program, boasting over 60 million members, incentivizes customers to continue patronizing Best Buy and strengthens the company’s customer retention efforts.
Furthermore, Best Buy collaborates with numerous suppliers and vendors, allowing them to offer over 1,000 vendor-managed categories in their online platform. This wide range of product offerings ensures that customers can find what they’re looking for across different categories, further enhancing the convenience of online shopping at Best Buy.
With the increasing popularity of the buy-online-pickup-in-store (BOPIS) model, Best Buy experienced a significant 40% increase in this service due to its effective eCommerce strategy. This strategy not only allows customers to shop conveniently online but also provides the option to collect their purchases in-store, providing flexibility and catering to different customer preferences.
Through its eCommerce strategy, Best Buy continues to adapt and evolve to meet the changing demands of the digital landscape, providing a seamless and user-friendly online shopping experience while leveraging customer reviews and loyalty programs to enhance customer satisfaction and drive sales.
| Key Statistics | |
|---|---|
| Total Sales (2009) | Nearly $45 billion[1] |
| Physical Stores | Over 1,000 across the United States[15] |
| Website Visitors | Millions of unique visitors annually[16] |
| Online Sales as Percentage of Total Sales (February 2020) | 25%[23] |
| BOPIS Increase | 40%[24] |
Interesting Statistics about Best Buy
Best Buy, the seventh largest eCommerce retailer in the United States, has witnessed significant growth in its eCommerce revenue over the years. In fact, about a third of Best Buy’s sales in the recent past stemmed from eCommerce, surpassing the 19% share it had in 2019.
What’s interesting is that two-thirds of Best Buy’s online revenue from eCommerce was picked up in-store or through curbside, shipped from a store, or delivered by a store employee. This highlights the brand’s commitment to providing a seamless omnichannel experience for its customers.
An astonishing 48% of online sales were picked up by customers at Best Buy stores, indicating a remarkable 90% increase in volume in a particular period. This showcases the effectiveness of Best Buy’s strategy to integrate its physical stores with its online operations.
Another intriguing statistic is that 80% of the SKUs on Best Buy’s sales floor each sell only one or fewer items per week. This insight led to the decision to remodel stores and enlarge backrooms, optimizing the space to accommodate the most in-demand products while improving operational efficiency.
With the United States having the highest amount of retail square footage per person globally, Best Buy recognizes the potential oversaturation of physical retail spaces. To adapt to the increasing digital shopping trend, Best Buy has closed a number of stores and shifted towards hiring more flexible part-time employees.
In terms of revenue, Best Buy achieved a total of $43.45 billion by the end of 2023. In that same fiscal year, the brand generated $18.674 million in revenue through eCommerce and online sales, underscoring the growth of its digital business.
Best Buy’s revenue share by segment can be observed through data available on Statista, providing valuable insights into the brand’s performance across different product categories.
To further understand Best Buy’s eCommerce revenue evolution, data on Statista showcases the brand’s progress over time, giving a clear picture of its digital transformation and success in the online retail space.
| Year | eCommerce Revenue |
|---|---|
| 2019 | $X |
| 2020 | $X |
| 2021 | $X |
| 2022 | $X |
| 2023 | $X |
Best Buy’s commitment to continuous improvement is evident in its efforts to reduce energy consumption. Since 2010, the brand has managed to reduce its energy consumption by 18% through energy-efficiency measures, contributing to a more sustainable future.
With over 20 million followers on social media platforms like Facebook, Twitter, and Instagram, Best Buy leverages its strong online presence to engage and interact with its customer base, further enhancing brand awareness and loyalty.
While Best Buy has achieved significant growth and success, it faces challenges, particularly with high prices on some of its products and the decline in traditional electronics sales due to the rise of smartphones and tablets. However, the brand’s ability to adapt and innovate enables it to maintain its position as a leader in the retail industry.
Conclusion
Best Buy’s marketing strategy has propelled the brand to the forefront of the retail industry, establishing it as a blueprint for success. Through its customer-centric approach, tailored services, and omnichannel retailing, Best Buy has not only maintained its market share but also experienced significant growth. The company’s continuous investment in digital marketing initiatives and in-store strategies has ensured that it stays ahead of technological advancements and delivers exceptional customer experiences.
Despite reducing its store count, Best Buy has managed to increase its domestic revenue, surpassing $43 billion in 2020. The company’s focus on expanding its domestic services and growing its Totaltech membership program has driven incremental revenue and boosted customer interaction. Best Buy’s profitability indicators, such as net operating profit after tax (NOPAT) per square foot, are significantly higher than those of its competitors, reaffirming its high profitability and success.
Best Buy’s commitment to sustainability, customer service, and employee training has further strengthened its position in the retail landscape. By reducing energy consumption and differentiating itself through installation services and extended maintenance programs, the company offers a valuable customer experience. Through showrooming practices and pricing strategies, Best Buy has successfully competed with online retailers while retaining its market share. The inclusion of free in-home advisors through the Geek Squad program has enhanced the customer experience and opened up new sales opportunities.
Looking ahead, Best Buy’s investments in new developments and a clear internal business model are expected to help the company maintain its competitive advantage. As technological trends evolve, Best Buy will continue to adapt and offer high-quality products to meet customer needs. With its impressive financial performance, strong brand awareness, and customer satisfaction, Best Buy is well-positioned for continued success in the dynamic retail industry.
