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Best Buy Europe to roll out multichannel promotions


Best Buy Europe yesterday announced the rolling out of multichannel customer promotions technology to a number of Phone House stores in Europe.

This follows a trial which revealed a profit increase on accessories in its UK Carphone Warehouse stores, which offered ‘buy two get one free’ promotions that helped to boost sales.

The consumer electronics retailer is working with multichannel specialist IVIS Group to implement technology which will allow Best Buy Europe to control customer promotions across all channels.

Paul Bolton, Director of Product and Corporate Strategy at IVIS Group, which counts supermarket giant Tesco among its clients, explained the benefits of the move.

“The tool allows BestBuy to execute a wider range of offers, giving it greater promotional capability across countries,” he said.

The roll out will first take place in Spain, France and the Netherlands, although the retailer hopes to broaden the scope of the development later this year, bringing the technology to Germany, Sweden and Portugal.

The retailer has a total of 2,500 stores across the continent.

Luke Evans, Head of Programmes at Best Buy Europe, pointed out that the new technology will take the company to a new level.

“It’s given us the ability to offer a wide range of promotions which we couldn’t technically execute before,” he said.

“We expect to realise a return on our investment with IVIS Group within a year.”

This announcement follows news that, while gross profit at Best Buy declined two per cent year-on-year during its second quarter, its international segment Best Buy Europe saw overall comparable store sales increase by 4.3 per cent in the three months to August 28th 2011, despite a decrease in sales of entertainment products.

Evans feels that the promotions technology will ensure a seamless link between European stores and ultimately drive sales upwards.

“Because of the central system capability, we’re now able to run the same offers across Europe rather than being limited to countrywide promotions,” he commented.

“Our store staff find it easier to push promotions - allowing us to provide more to our customers while seeing a business benefit.”

Published on Thursday 22 September by Editorial Assistant

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