Best Buy Adds Dyson In-Store Experiences

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Latest addition in series of subsidized vendor shops

Best Buy announced its latest in-store experience partnership: Dyson.

The retailer will install about 90 Dyson Demo Experiences in U.S. stores beginning this month, with one of its first ones in its Torrance, Calif., location. While footprints will range from 40 to 400 square feet, each will feature dedicated salespeople trained in Dyson products and demos.

Products available for demo include Dyson’s cord-free vacuums, air purifiers and hair dryers, although the offering will vary from store to store. A Best Buy spokesman told TWICE all will feature an area where shoppers can test a cord-free vacuum, complete with added debris.

Installation is expected to be completed by the end of the year. The company also intends to add a specialized Dyson section on its website.

The Dyson areas are one in a series of subsidized in-store vendor shops Best Buy has implemented under its Renew Blue turnaround strategy, debuting with Samsung in 2013. Brands are given dedicated floor space and in turn are responsible for fixturing and, in some instances, labor. The model began with Samsung’s chain-wide installation of mobile shops in 2013, has since extended to Samsung appliances, Microsoft computers, and Verizon and AT&T carrier sections.

Other partnerships have included Alienware, Microsoft, Sony, Samsung appliances, and Verizon and AT&T carrier sections.

The Dyson shops will not replace any former ones, the spokesman confirmed.


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