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Best Buy’s New Stealth Channel

Written by Evan Schuman
October 14th, 2010
Best Buy, along with just about every other major chain, has been focusing lately on pushing its brand in every channel it can think of, from mobile to E-Commerce to social networks. But Best Buy on Tuesday (Oct. 12) made public its moves in a channel where its brand is all but invisible. The new Stealth Channel is letting all kinds of other firms use the chain's APIs to allow Best Buy purchases with no Best Buy brand visible.

At first glance, the Best Buy Commerce API program doesn't look that different from its earlier API efforts or from API moves by other chains. And even Best Buy's official line about the program—"we'll connect with customers wherever they are"—has a deeply innocuous element. But there's much more to it.

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Posted in CRM, E-Commerce, In-Store, IT Strategy/Industry, Mobile/Wireless/Contactless, Premium Content, Social Networks, Supply Chain
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One Comment | Read Best Buy’s New Stealth Channel

  1. Lori Schafer Says:
    October 14th, 2010 at 8:17 am

    Pleased to see you recognizing this quite new initiative and calling it out. I had done extensive research and interviews with the Best Buy team recently and this is one part of their digital media strategy which is going to be a big winner.

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