Best Buy is tackling sluggish tech sales with a brand refresh, timed perfectly for the back-to-school shopping season, which is expected to be challenging for tech marketers. According to Deloitte, parents’ spending on tech is projected to drop by 11% year over year as kids return to school.
The introduction of the “imagine that.” tagline reflects the changing role Best Buy plays in consumers’ lives, according to release details. Instead of primarily seeking the retailer’s expertise, consumers are now turning to Best Buy for discovering new technology and understanding its potential to enhance their lives. The tagline focuses on the question “What if?,” aiming to highlight new possibilities for using technology.
“We’re embracing this change, and we’re excited about it, because we know it’s where our customers want us to go,” said CMO Jennie Weber in the release details.
The updated brand tag will appear across multiple channels. Additionally, the brand is launching Gram, a “spokeshologram” who will be a regular feature in the retailer’s ads, designed to spark curiosity and aid in discovery. Gram stars in a series of comedic back-to-school ads that will run on TV, online, and social media platforms.
The broader decline in tech spending has impacted Best Buy’s performance, with the retailer reporting a 6.1% decline in comparable sales in the first quarter of its fiscal year 2025. During an earnings call, CEO Corie Barry mentioned that Best Buy anticipates this year to be one of increasing industry stabilization. However, she also acknowledged ongoing challenges such as inflation, high mortgage rates, and the reduced demand due to tech purchases made during the pandemic.
In addition to its brand refresh, Best Buy is enhancing personalization efforts. Recent updates to its app include a Discover tab, a personalized home page, and customized push notifications. The brand is also expanding its video content, focusing on discovery, tech tips, new products, and more, to cater to the growing number of customers who prefer learning about technology through videos. By the end of the year, over 500 videos — more than triple the amount shared last year — will be available on Best Buy’s YouTube channel, app, and website.
