“Instead of heavy metal rocker Ozzy Osbourne and teen heartthrob Justin Bieber, who starred in last year’s ad, Panayiotou opted to hire innovators who could personify Best Buy’s selling premise: that no one knows more about gadgets and how they work together than the chain’s blue-shirt sales force,” Burritt reports. “The retailer is trying to attract U.S. consumers enduring unemployment and weak wage growth. Retail sales will advance 3.4 percent to $2.53 trillion this year, compared with a gain of 4.7 percent in 2011, according to the Washington-based National Retail Federation. Best Buy may grow even more slowly, with analysts surveyed by Bloomberg projecting a revenue increase of 2.6 percent in the fiscal year that ends Feb. 25, followed by a gain of less than 1 percent the following year.”
Burritt reports, “The Super Bowl commercial, airing in the first quarter of the Feb. 5 game, will spotlight inventors such as Philippe Kahn, who developed one of the first camera phones. Another is Kevin Systrom, who developed a free photo-sharing application called Instagram introduced on Apple’s app store in 2010. ‘They may not be at the same level as Steve Jobs, but they created some amazing stuff,’ said Panayiotou.”
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