10 seconds ago 2009-11-20T19:55:03-08:00
NEW YORK (Billboard) – Best Buy is aiming to become a destination for DJs.
The big-box retailer has partnered with accessories firm Monster Cable and headphones specialist Beats by Dr. Dre to launch in-store "Club Beats" areas.
Consumers will be able to sample the latest audio, music, entertainment and technology products including DJ equipment, mixing software, turntables, headphones and laptops.
"It may not be simple to find these products in a mainstream environment -- either you have to know what you need, or you have to talk to someone who is in the industry," said Wendy Fritz, senior VP of merchandising for mobility for Best Buy. "What we're trying to say is, 'Hey! You can do this,' and when they come into the store our Blue Shirts can say, 'These are the three or four products you need to get started.'"
To help promote Club Beats, Best Buy will host a series of events featuring appearances from artists including Lady Gaga, Will.i.am and Dr. Dre, co-founder of Beats by Dr. Dre.
Seven stores will feature a full "experiential" Club Beats area, with a spectrum of products while 300 stores will features an "interactive" area, with similar options but slightly fewer products to try out. All remaining stores will include a "core" Club Beats area, with a product selection, merchandising signage and customer service assistance but less of a focus on interactivity.
