Multichannel retailer Best Buy broke its own records on the opening of its first UK store, following a social media campaign that helped build its UK profile online.
The Thurrock store, which opened a week ago, has become the most immediately successful store the US chain has ever opened. Thousands of shoppers visited the store on opening day, looking to snap up opening deals and see what the UK’s new electronics retailer had to offer.
The retailer’s sales pitch centres on good value delivered by well-trained, knowledgeable staff. Nine weeks is spent training staff before they hit the sales floor.
Paul Antoniadis, CEO of Best Buy Branded Operations said: “The first three days of our opening weekend in Thurrock have been confirmed as the biggest ever opening weekend for a Best Buy store anywhere in the world by volume of sales.”
UK interest in the retailer, which is to launch its e-commerce site in the autumn, has been building since the beginning of the year, although its first UK sales were not made until the Thurrock store opening.
The company’s UK website launched in January, featuring technology guides, forums, blogs and links to Facebook, Twitter, Flickr and YouTube feeds.
As of this morning, Best Buy Facebook page has 3,358 fans, while its Twitter followers number 1,279.
Meanwhile offline initiatives included a press campaign and a temporary Best Buy dome showcasing the technology it sells at Liverpool Street station.