Best Buy in a Small Box

Branding Insights
One of a series by John Paulo Cardoso, Spyder Works Chief Creative Officer & Founder

best-buy-branding

On March 30th the roll out of Best Buy Express automated kiosks took off from Toronto’s Pearson airport. The new small box format will offer more than 60 product skus at prices consistent with their in-store and online pricing and promotions.

In 1958 ‘self-service’ in supermarkets and variety stores was on the rise and TIME magazine reported on a new merchandising pseudo science named impulse buying. Presenting a small selection of your most desired products in a well branded display makes the purchase decision easy for the customer. So easy in fact that they may not even realize why their buying your product. This format interrupts the consumer’s logical buying behaviour and replaces it with an irrational moment of self gratification.

General Manager of Retail for the GTAA, Janine Gervais, noted that “Many of our guests are moving through the airport quickly and are looking for efficient shopping options. The Best Buy Express kiosks will fill that need for these guests.”

iPods departing hourly.