Why would people not just use your store as a showroom and then buy the products on Amazon?
Two simple reasons. One is our prices are competitive, and we match others' prices. So, once you are in the store, you have no reason to leave.
If I go into my Amazon app while I'm in your store …
We'll match the price. So we've taken price off the table. Because we think that customers come to us with good intentions.
So what do I have to do? Do I have to literally say, "Here on my phone you can see, Amazon has this TV for $100 less." And you'll just match it?
Yes, exactly. With a smile.
Am I going to have to go through a hassle?
With a smile. And so we've taken price off the table. And therefore the customers can take advantage of the service we provide: the advice, the Geek Squad, and the advantage of being able to pick up [online orders] in the stores. Or, if they didn't like a product, they can return it to the store. So, we have unique things to offer that combine online and offline assets.
Do you assume your customers are starting the purchase process in the store, or starting online now?
So, according to Google, when people buy something above $100, the shopping journey starts online. So it's really the "Web-rooming" phenomenon much more than the "show-rooming" phenomenon. Because we're making our site a destination for customers who want to do research.
So you're just as happy if I never go into your store but I buy from your website.
We love to serve you the way you'd like to be served.
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So, why should I buy a phone from you rather than from the maker of the phone, like Apple, which has hundreds of stores, or the carriers? Don't the carriers know more about the phones than you do?
So, if you're interested in objective, knowledgeable advice, both on the plans — because it's quite complicated, right? — and the devices, Best Buy is a very good place to shop.
In other words, if I go to the AT&T store, they won't tell me about the Sprint plans, but you will?
Exactly. And we have the same prices, and that knowledgeable advice.
Is Best Buy going to be around in 5 years?
We'll be around in fifty years. We have a unique role to play for customers.
—By Walt Mossberg, Re/code.net.
CNBC's parent NBC Universal is an investor in Re/code's parent Revere Digital, and the companies have a content-sharing arrangement.