A recurring theme on this site is my analysis as to why "big box" technology stores keep going out of business. I used to buy computer stuff at outlets of the Egghead Software chain. Egghead Software is now gone. Then I bought computer stuff at a chain called Good Guys. Good Guys is now gone. Then I bought it at CompUSA stores. I think there are still a few CompUSA stores left but not many and none near me anymore. There are other examples I could cite as well as a few outfits that are floundering. Back in this post, we cited forecasts that the Best Buy chain might not be long for the world.
Which brings me to my theory as to why these places lost so many customers and no, it's not because I shopped at them. It's because no one who worked there knew anything about what they were selling. If you asked anything more technical than "Do these come in any other colors?", you got back blank stares from blanker minds. If you were going to make your purchases without tapping into the knowledge of a sales person, you might just as well order it off the Internet where it's probably cheaper and you don't have to carry it out to your car.
Now to be fair, uninformed sales folks do not necessarily doom a business that traffics in the new technology. RadioShack seems to be thriving despite an apparent policy of hiring people who aren't quite sure what a Volume Knob does. Then again, look at what RadioShack sells. Half their inventory is cell phones and toys. The other half is electronic parts of the kind where you have to know your stuff in order to know that you need that part. I don't know how many times in my life I've popped into a RadioShack to grab some sort of adapter or cable and the person at the counter looks at it and asks, "So, uh, what does this do?"
At Good Guys and CompUSA and now at Best Buy where I might have had questions, I learned never to waste time asking because no accurate answers would be forthcoming. In January of this year, I mused in this message how if Best Buy emulated the example being set by Apple Stores — hiring people who knew the product — the company might not be in trouble.
Well, guess what! They're trying just that. According to this report, Best Buy is closing 50 of its 1,100 stores in this country but also converting 60 of the rest into rough clones of the Apple Store…
The new stores, dubbed "Best Buy 2.0," take several plays from Apple's book, including a new help desk reminiscent of Apple's Genius Bar, more focus on mobile devices, and the ability to let shoppers pay from more locations.
I really hope this works, not because I particularly care about Best Buy…but wouldn't it be great if American business began to believe that the best employees were not necessarily the cheapest ones?