Best Buy will begin selling more than ten 4K and HD Fire TV Edition televisions models from Insignia, Best Buy’s in-house brand, and Toshiba.
A physical store is more important for new or complex technology that requires an explanation for consumers to really “get” enough to buy. The Fire TV edition TVs lend themselves to exactly what Best Buy offers – a trained staff that can run devices through their paces, giving would-be buyers the kinds of hands-on demonstrations that sell the items.
“Amazon gets all this credit and buzz about how innovative and disruptive it is, but the fact is that until its acquisition of Whole Foods, it was a single channel operator. True scale is no longer achieved in a single channel,” said Carol Spieckerman, a retail analyst with Spieckerman Retail.
That’s especially important for Fire TV because it’s an Amazon product that hasn’t always found its way.
“If you go on Amazon.com and you look at reviews of Fire-TV, there are often over 1,000 questions that people ask about connectivity, about compatability. The Best Buy staff can help smooth those friction points and generate sales,” said Spieckerman.