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Best Buy in an effort to further address the needs of its Hispanic customers, has made numerous changes. Some changes include: Adding bilingual signage at more than 220 stores, hiring more sales associates and call center operators fluent in multiple languages and developing Spanish advertising materials, including the popular weekly insert.
Based on customer feedback and market research, Best Buy learned they can improve the shopping experience of Hispanic customers this holiday season. "Customers have unique needs that we continuously strive to address," said Jeff Weness, Director of Hispanic Initiatives at Best Buy, "By making BestBuy.com bilingual and revising our store signage and staffing, we are taking another step toward fulfilling Hispanic customers' needs."
BestBuy.com/espanol is a Spanish-language version of the English BestBuy.com site and offers bilingual content on more than 12,000 products, including service plans and gift cards. The new site allows Hispanic customers to browse, research, compare products, check out, and receive an order confirmation in their preferred language. The site provides customers an opportunity to click-to-call and be connected with a Spanish-speaking customer service representative who can assist them with site navigation and purchase decisions.
The site is part of a multi-channel experience which makes it easier for Spanish-speaking customers to shop at Best Buy stores, online at bestbuy.com and via phone at 1-888-BEST-BUY. Here are some additional ways Best Buy is enhancing the shopping experience this holiday season:
-- Continuing to add multilingual sales associates at stores across the country
-- Offering assistance in Spanish via the Best Buy call center at 1-888-BEST-BUY
-- Adding bilingual in-store signage in areas such as home theater and entertainment
-- Adjusting merchandise offerings to address local community preferences
-- Launching a national advertising campaign created specifically for Hispanic customers
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