Santa Rosa, Calif., Best Buy Co. has begun a new tactic to better its image to certain groups of people. For example, the store is trying to cater to females with children who might be intimidated by the technical nature of Best Buy. At selected stores, employees help these women when it rains by using pink umbrellas to get them to their cars. These stores also have signs with children playing with Best Buy products. The company calls these stores Jill stores, the name it chose for the targeted women.
One of the reasons for targeting Jills is that research has shown women that fall into the Jill category shop at Best Buy infrequently but usually spend a lot when making a purchase. The company hopes to increase sales to this demographic and better its image at the same time.