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• As Best Buy continues to grow globally how do we
make this a destination for those in need of our
goods and services while visiting the countries and
cities were our stores are located.
• What items tend to be purchased while traveling
and/or what services are needed to accommodate
those who are away from their homes?
• How do we let visitor know we are in this market,
what can be learned from US stores that have high
traveler traffic (Mall of America, Manhattan, etc)”
Three type of Travelers group
Travelers between U.S.
and Puerto Rico for
Vacationers (staying at
Hotel and sightseeing)
Shoppers – come to PR
to shop for quality
products and their good
price then return home
Survey Results (to assess travelers preferences)
•50% were between 25-34
•23% were between 35-50
•18% were between 19-24Age
•15% South America
•4.4% EuropeHome Country
•35% travel once a year
•44% travel 2-4 times a year
•21% travel five or more times a yearTravel Frequency
•70% travel by themselves or with their spouse
•12% travel with children
•58% travel with friends
•87% Digital Camera /Cell-phone
brought on Travel
•100% research via the web
•29% said airline offers
•19% said travel magazines
• 44 out of 45 people
took the survey in
• 82% said they knew
about Best Buy
• 80% visit PR as a
• 15% visited PR to
• 98% said PR
would/might be a
Used Surveymonkey.com in both English and Spanish language.
Survey sent to Wolf Pack and networks and ran for 3 weeks
Midtown Express store 1028:
Tourists focus on what’s cheaper from their countries (like cameras,
laptops along with accessories and also buy game console and
Average spend $400+ usually
Products need: Multi-zone DVD players and PAL compatible
Some stop by BBY to purchase phone charger because their forgot
their or for an extra
Puerto Rico D-32:
Who is traveling to PR? Tourists and Exporters.
From what countries? U.S.A.AllVirgin Islands,Venezuela , Dominican republic.
Would it be cheaper for them to shop BBY in PR than in their home country? Definitely speciallyVenezuela.
How are they researching for their trip? Probably online and in common travel periodicals.Puerto Rico is a
popular vacation destination for people all over the world – especially those purchasing cruise
Is there an opportunity to advertise where they do research? Yes – magazines and websites.
Do they know we have a BBY store in PR? No, since BBY has bee only been there a bit over a year.
How could we better advertise specifically to travelers? Partner with popular cruise lines, airlines, travel
agencies or magazines and Hotels.
What CE products and services do travelers already purchase at BBY in PR? Mostly computers,digital cameras and
pre-paid cell phones.
What CE products and services would travelers likely purchase if we had them? Just a wider assortment of the same,
perhaps pal-based CE products.
How do we drive more travelers,more of the time,to shop at BBY in PR? Cruise ship partnerships andVisits to
these islands trough BBFB
How do we make the PR traveler choose BBY overWal-Mart? Awareness and competitive pricing.
How do we deliver a great customer experience to travelers to who shop at BBY in PR? Fast courteous service and the
right assortment of products and services.And Delivery to Ports of call.
Proposed Ideas for next steps
Leverage the cruise lines for help as far as demographic of traveler to
Puerto Rico and creating some kind of flyer/ads to promote BBY on
those cruise ship going to Puerto Rico
Concierge in Puerto Rico Hotels and tell them to refer the tourists
to BBY if they need any electronic devices in exchanges for some
kind of BBY services or other offers
Products need: PAL (http://en.wikipedia.org/wiki/PAL), multi-
zone DVD players based on feedback from Puerto Rico and NY
stores.This could be also an education phase vs. assortment needs as
store employees may not have the necessary knowledge about
International products so as to what other products customers could
Delta Puerto Rico Team members
Hirer and Trainer
Penn Pack Alpha
Store 1448 Upper West
HR capabilities Analyst
Marketing Analytics & Optimization
Store 257 Youngstown
Appendix- survey questions
Select the language (English/Spanish)
What is your age?
What is your home country?
How often you travel?
What is your preferred mode of travel?
Who do you travel with?
What types of electronics do you prepare for your travel?
Could Puerto Rico be a destination travel for you?
What is the reason for your travel to Puerto Rico?
How do you research about your vacation destinations and travel needs?
When you visit family or friends, do you still do some research about places to go shopping,
restaurants or other attractions in Puerto Rico?
How do you get to know about prices and places you go shopping?
Do you like to go shopping in your business trips if you have the time?
Did you know that there are Best Buy stores in Puerto Rico?
Would it be cheaper to buy electronics in Best Buy Puerto Rico than in your home country?