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Best Buy, Where Tech is Friendly and Fun

Overview CES Tech Talk podcast, in its sixth season, features interviews with industry experts who bring you an insider’s look at what’s new and trending in the world of consumer electronics, and at CES. New episodes drop weekly. Subscribe via your favorite podcast platform to get the latest. Best Buy headlines this week as Allison Peterson discusses how the company earned its lofty position as a beloved consumer brand.

Best Buy is the first, and often last, stop for millions of consumers across the Americas in search of that perfect TV, smart device, gaming console or household appliance. Here’s why. In the words of Chief Customer Officer Allison Peterson, “We don't only just help [customers] purchase things, we want them to come in and discover, and play, and learn, and be inspired by the products.” This is a brand that works hard at completely fulfilling customer expectations. It also innovates in identifying, then delivering on, tech trends that make consumers’ lives better. Find out how Best Buy wins brand love in episode 21, Best Buy: A Tech Playground that Enriches Lives, of the CES Tech Talk podcast series.


  • Best Buy operates a virtual store, a 40,000 square foot facility containing ten product categories and, from there, tech experts help customers in real time providing, among other services, live product demonstrations  
  • For the very best of Best Buy, post-purchase, the company offers TotalTech, a membership program that includes round-the-clock Geek Squad tech support, VIP access to phone and chat teams, free two-day shipping and more
  • In service to customers increasingly demanding pro-planet practices, Best Buy promotes sustainability through, among other efforts, carbon reduction and e-waste recycling
  • The metaverse is likely the next place consumers will find Best Buy – stay tuned  

They Said It

The goal of our team is to [put] the customer…at the heart of every single thing we do. We do that by really anticipating and understanding what their needs are, and ultimately to create really concrete and seamless strategies, experiences and branded expressions…to create that consistent experience.

Allison Peterson (01:09)

[O]ur unique superpower as a brand…[is] to really help customers discover and learn and play and get the most out of their technology.

Allison Peterson (06:24)

Best Buy at CES 2023

CTA member Best Buy had meeting space at CES 2023 and was showcased during a session at C Space Studio where the company’s Allison Petersen reported on exhibits, demonstrations and sessions across its digital and media platforms.   

Allison Peterson, Chief Customer Officer, Best Buy

As head of marketing, which Best Buy calls the customer office, Allison Peterson is responsible for the holistic enterprise and customer strategy. This includes the development of innovative business initiatives, value propositions and experiences that create meaningful differentiation and brand love.
Prior to Best Buy, Allison worked in merchandising and demand planning at Target Corp. She holds a bachelor’s degree in business from Indiana University.

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