
As part of a comprehensive brand refresh, Best Buy has announced a series of exciting updates to its image and customer experience. The electronics retailer has changed its tagline to “imagine that” and is modernizing its brand look, which will be introduced gradually over time. This update includes a refreshed color palette, now featuring magenta, teal, and red alongside its iconic blue and yellow.
Introducing Gram: Best Buy’s New Hologram Spokesperson
A standout feature of this refresh is the introduction of Gram, a new hologram spokesperson. Gram is set to become a familiar face in Best Buy’s advertisements, as part of the retailer’s back-to-school marketing campaign. Customers will see Gram across various platforms including TV, online, and social media.

Enhanced In-Store Experiences
In addition to the visual and marketing updates, Best Buy is enhancing its in-store experience by introducing more experiential spaces. This summer and fall, stores will feature interactive areas showcasing technology from brands like GoPro, Tesla, Lovesac, and Starlink. Best Buy is also bolstering its staff in key sections such as computing, appliances, and home theater to provide better customer support and expertise.
Dive Insight: Personalization and Technology Guidance
Best Buy’s brand refresh is aimed at positioning the retailer as a key player in guiding shoppers towards new technology. The company is focusing on creating personalized shopping experiences and enhancing product discovery. Recent updates to the Best Buy mobile app include a personalized homepage, tailored push notifications, and the Shop with Videos feature, which provides customized video content.
By the end of the year, Best Buy plans to release over 500 videos on its YouTube channel, website, and app to aid in product discovery and education. Additionally, a new partnership with CNET will offer shoppers unbiased editorial advice across Best Buy’s channels.

Embracing Customer-Centric Changes
Best Buy recognizes that customers are well-informed and familiar with technology. The retailer aims to help shoppers discover new tech and integrate it into their lives effectively. Jennie Weber, Best Buy’s chief marketing officer, expressed enthusiasm for the changes, stating, “This new world of discovery is personal to every customer, their passions, and the moments in life that matter most. They want technology to level up their lives — to help them do more of what they love — and there’s no one more passionate and better positioned to do that than Best Buy.”
Navigating Economic Challenges
These updates come at a time when the electronics market has faced challenges. Despite a slight year-over-year increase of 1.3% in electronics sales in June, the category has been under pressure for months. Best Buy’s Q1 earnings reflected these difficulties, with revenues falling 6.5% year over year to $8.8 billion and comparable sales declining by 6.1%.
Best Buy’s CEO, Corie Barry, highlighted the economic factors affecting consumer behavior, including high inflation, elevated mortgage rates, and low consumer confidence. These factors, combined with a slowdown in tech innovation and a focus on value, have led to lower demand for high-ticket electronics.
Strategic Adjustments and Workforce Impact
To align with its revenue outlook for fiscal year 2025, Best Buy has made strategic adjustments, including layoffs. The company incurred $169 million in Q4 restructuring charges as a result of these workforce reductions, though it has not disclosed the number of employees affected.
Conclusion
Best Buy’s brand refresh and strategic initiatives underscore its commitment to evolving with customer needs and market conditions. By enhancing in-store experiences, leveraging technology for personalization, and maintaining a strong marketing presence, Best Buy aims to solidify its role as a leader in the consumer electronics industry. The introduction of Gram and the focus on experiential spaces highlight Best Buy’s innovative approach to connecting with customers and guiding them in their tech journeys.