Best Buy adds new store-within-a-store: Windows

Thursday, June 13, 2013

Professor Dave Brennan, Ph.D., co-director of the Institute for Retailing Excellence at the University of St. Thomas, spoke with the Star Tribune about Best Buy's new partnership with Microsoft.

Shoppers will soon find the Richfield-based electronics giant’s latest branded department, a Windows store by Microsoft. It joins Apple and Samsung Experience in Best Buy’s list of store-within-a-store brands.

Branding partnerships can offer several advantages, includ­ing helping to neutralize a competitor. “There are only two platforms, Apple and Microsoft, and Apple already has its own department,” said Brennan. “It’s a good defensive move.”

Originally published: 06/13/2013, Star Tribune