Best Buy's vast sales floor has morphed into a modern day flea market for high-end electronics.
Shops from GoPro, Canon, Sony and Samsung now dominate the sales floor at hundreds of Best Buy stores. There are even Intel 3D printing shops. These shops are rich with polished fixtures and the cream of the crop from major tech vendors. Now another member to the amusement park has entered the scene: pricey vacuum maker Dyson.
Best Buy said that 41 stores now have Dyson "experience shops." A total of 33 have completely new fixtures that grab the attention of wanderers, while 8 boast fresh displays along the wall that feature thin-looking Dyson vacuums. The shops immediately offer a different experience to the consumer who is used to buying vacuums thrown along the walls at the back of Target or Walmart stores.
While Dyson shops may be unmanned, its vacuum cleaners soon will be, too. The company is coming out with the Dyson 360 Eye, a Wi-Fi-connected robot. Dyson was pretty tight-lipped on the details but here's what we know: The self-cleaning vacuum will also include a smartphone app that will afford consumers the luxury of scheduling a cleaning session and tweaking settings. The robot vacuum is scheduled to go on sale at the end of the year.
Expect more of these Dyson shops in Best Buy stores to roll out this year and next. The shop experience is likely to arrive to Apple's Beats by Dre line as it continues to be situated in the aisle next to cheaper products. The Apple Watch should also receive its own dedicated display section.
By giving people a combination of interactive experiences and personalized service via a human, as well price matching online competitors, Best Buy has essentially crushed the traditional concept of showrooming. Years earlier, Best Buy was left for dead as a result of people wandering its shop-less stores with mobile devices, price checking, and then ordering something from Amazon.
With that long-awaited death, there stands to be more life in Best Buy's sales and earnings when it counts — during the holiday season and major tech upgrade cycles.
Commentary by Brian Sozzi, CEO and chief equities strategist at Belus Capital Advisors. Follow him on Twitter @BrianSozzi.
Disclosure: Neither Brian Sozzi nor Belus Capital Advisors own shares of any of the stocks mentioned here.
The Dyson 360 Eye is scheduled to go on sale at the end of 2015 in the U.S. Best Buy anticipates rolling out more in-store Dyson shops, though didn't say how many.