The nation’s last consumer electronics store standing just rolled out a new marketing campaign highlighting its customer service. Does Best Buy have the moves to match its remade image?

Best Buy currently sits just below Target and Walmart in Gartner L2’s Digital IQ Index: Big Box, having shifted three spots down from last year. But the study makes clear that the retailer still prioritizes the customer experience, both in its stores and online. The Best Buy site offers personalized recommendations and appointments for in-store services like the Geek Squad, which are supplemented by an active customer support handle on Twitter. While the brand made the strategic decision to remove its online marketplace in 2016, limiting the site’s assortment, the move arguably resulted in a smoother digital shopping experience: the site now features extensive shoppable content and product images displayed in search previews.

But Best Buy isn’t the only retailer diving deeper into customer service to stay afloat: 79% of big box retailers offer some form of personalization on their sites, while 66% use their sites to promote store events or services. Rivals are also tapping into new ways that consumers shop. For example, 28% of big box retailers including Home Depot, Walmart, and Target are now working with Google Express to be featured in shopping searches made on Google Home devices.

With the adoption of responsive design sites nearly doubling year over year for big box brands, the effort to engage digital customers is strong. Though Amazon has pulled the plug on many retailers, Best Buy has managed to weather the storm thanks to its in-store assets. But it’s difficult to tell if the company’s latest move is merely a declaration of what’s already happening behind the scenes, or a move towards something different.

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