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Circuit City (CC) vs. Best Buy (BBY): A shopper's report

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Over this past weekend, I had a chance to compare the two largest consumer electronics chains in the U.S., Best Buy, Inc. (NYSE: BBY) and Circuit City Stores, Inc. (NYSE: CC). My visits to both retailers resulted in two very difference customer experiences. The goal before I entered either store was to purchase a small external hard drive for computer backup purposes. Seems fairly easy, right? Read on.

The first stop was Circuit City. Upon entering the store, I immediately noticed that the air conditioning was not on (in the Midwest August heat, this was instantly recognizable). Circuit City employees had set up fans near the entrance to cool customers off, but the mugginess inside the store was quite unpleasant. Nevertheless, I made my way back to the computer area to look for one of the newer, pocketable hard drives.

One of the drives was labeled as "clearance" for $87 and change, so I took it to the checkout line. Well, the clerk (who seemed annoyed at something) told me this product was scanning at a higher price -- $150. I left the checkout and retrieved the shelf tag to back myself up, and apparently the tag had a misprint (I think). Instead of $87, the drive was ringing up as $150 -- but the dates, bar codes and exact description on the product box and shelf tag were identical. Something was amiss. I made my way back to the checkout area. While I was in line waiting for a chance to make my point, another customer was already arguing with a manager about another product's price.

When I returned to the checkout line, it had closed. There were about six customers in line at the customer service desk ready to pay for products, and the line there was slow. Was the lack of dedicated checkout clerks due to the large cutbacks by the chain in recent months? Possibly. Regardless, I waited about 10 minutes in line (again, in unpleasant mugginess) watching the manager and clerks frantically trying to get through the customer checkout backlog. Two customers, including, myself, became a tad unpleasant after waiting in line for 10 minutes, and walked out.

I left the product I was going to purchase on the shelf and left. It seemed cooler outside for some reason, but maybe it was my frustration causing a heated head or something. Alright, strike #1 -- this was possibly one of the worst retail experiences I have had in the last ten years. Not enough clerks, broken environmental controls, arguing managers and checkout lines not even being used so that, you know, customers can actually buy products. Meh. Note: no sales clerk ever offered to assist me in any way. In fact, the only employee I talked to was annoyed at something unknown to me (maybe the mugginess) and would not honor the price of the product that was in error based on Circuit City's advertised price.

I left and made my way to Best Buy. The air conditioning did work there (thankfully) and I was greeted by the loss prevention employee after entering the store. I went directly to the computer department and while looking at external hard drives, I was asked no less than three times if I needed help with anything (not too pushy, but pleasantly). I chose a Seagate 160GB unit on sale at 30% off normal price and proceeded to the checkout area -- and there were three clerks on duty efficiently checking out customers. I bought the unit and proceeded out the door and the loss prevention employee thanked me for 'shopping at Best Buy today.' I was acknowledged five times and my shopping experience lasted an entire five minutes. Incredible, if you think about it. Now, guess which shopping trip I liked better, and which chain will receive my future, non internet-based shopping business?

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Last updated: November 10, 2009: 10:16 PM

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