Best Buy Revamps ESP Under Geek Squad Brand

By Alan Wolf -- TWICE, 9/29/2008

MINNEAPOLIS — Best Buy has enhanced its extended-service program and repackaged it under the Geek Squad brand.

Effective Sept. 14, all Best Buy extended-warranty plan names were changed to Geek Squad Black Tie Protection to reflect increased service and coverage options and other benefits not found in traditional retailer service plans, the company said.

The program offers coverage for hundreds of products across the home theater, PC, car, majap, digital imaging, mobile and portable CE categories, and is designed to provide options in scope and term of coverage to suit the varying needs of customers.

The service plans are available exclusively on products purchased at Best Buy, continue to be backed and administered by AIG WarrantyGuard and leverage the retailer's fully owned Geek Squad services infrastructure for support.

“We have a responsibility to be there for our customers, and a unique capability in Geek Squad to serve them,” said Jeff Severts, Best Buy's services VP.

The plans are offered in standard, advanced and premium tiers for many product categories, although all plans include:

complete coverage for product failure due to normal wear and tear usage or power surges;

• access to Best Buy personnel by phone 24 hours a day, seven days a week to report problems and obtain guidance on service support options;

• a comprehensive service plan portfolio for customers to file at home for future reference;

• the ability for all service plan holders to locate service drop-off locations and track details about their individual plans at a Web portal located at www.bestbuy.com and www.geeksquad.com; and

• additional points in Best Buy's Reward Zone member loyalty program.

The new premium-level plan is offered on TVs, laptop computers and digital cameras, and provides such additional benefits as loaner TVs and preventive computer services including optimization, virus/spyware protection and online data back-up.

The retailer formally launched the program at a Best Buy store in Manhattan with actors Richard Dean Anderson (“MacGyver”), Tanya Roberts (“Charlie's Angels”) and action star Steven Seagal in attendance. “Black tie, black belt, we're all masters out there, trying to protect and serve,” Seagal said.