It’s game, set and match for customer engagement strategy at Best Buy as the retailer launches its first store in the virtual playground of CityVille.
Multichannel giant Best Buy has a knack for being where consumers are. The retailer has opened its first store in CityVille, the virtual location that serves as the basis of the highly successful social game. The move is a smart one for Best Buy – a Social Gamer Study from the Information Solutions Group has revealed that 98 million, or 41% of US internet users are involved in online social games, spelling powerful opportunity for customer engagement.
“We are constantly looking for unexpected ways to stay connected with our customers through new digital platforms and with the popularity of CityVille, this was a natural step,” said Alix Hart, Best Buy Senior Director of Digital Marketing in an interview with Internet Retailer.
A CityVille game sees players build houses and businesses to create a city, and collect points they can use to unearth new features of the game. Players need to find a smartphone, DSLR camera, refrigerator and TV – key items from the retailer’s product lineup – to complete the Best Buy Collection and add the store to a CityVille city.
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