Case Studies / Analyze, Consumer Electronics, Create, Engage, Mass, Optimize, United States

Strengthening Best Buy’s fitness category.


Premium grew category brand sales in covered stores by 35% while delivering personalized recommendations to Best Buy shoppers.

store visits
shopper engagements
sales increase on days in-store


The COVID-19 pandemic triggered an immediate triple-digit rise in home fitness, and Best Buy saw an opportunity to capture market share with a customer-obsessed strategy.

What We Did
Assisted Selling
Associate Training
Brand Advocacy
Business Intelligence


Premium has been a preferred partner for Best Buy since 2003, executing over one million hours in Best Buy stores annually. We teamed up in 2020 to advance connected health and wellness, an expanding area of Best Buy’s business.

From large fitness equipment and subscriptions to wearables and recovery devices, Best Buy is committed “to helping customers use technology to live better, healthier lives.” But with varying brands, price points, and features, shoppers are left with many questions.

Thoughtful product recommendations.

That’s where Premium’s fitness enthusiasts step in. We curate productive shopping experiences for those browsing Best Buy’s health, fitness and wearables assortment, guiding them to an informed purchase decision.

Our highly-trained Category Experts demo the products, streamline checkout and recommend or spotlight complementary products. Through precise positioning of immediate and long-term benefits, we help customers account for the incremental costs of subscriptions, accessories, and delivery/installation of large fitness equipment. We also save out-of-stock sales losses before they happen by personally ordering and shipping the product to the customer.

Our team is also on hand to support Best Buy customers via text, voice, and video chat, providing both pre-and post-purchase consultations.

Gamifying employee knowledge with BrandBuzz.

Working side-by-side with Best Buy store teams, we help build category awareness and product knowledge for peak selling seasons. BrandBuzz, a live product trivia app powered by Premium, enables us to engage, educate and reward Best Buy associates outside the store.

We expand the retailer’s focus on health, fitness and wearables through a series of fun and bite-sized games for store associates.

Category brands have an exclusive opportunity to win mindshare with those selling their products through sponsored game content. Leaderboards track the top players and store teams nationally who compete to win gift cards and products from the assortment.

In its inaugural season, BrandBuzz captured players for an average of 3 games, and 93% of players reported increased product knowledge.

By delivering a level of category expertise unmatched by other retailers, Premium has amplified excitement for customers and retail associates alike. What category or product family can we help you build? Contact us to learn more about our expertise in sales and training.

See how we can do it for you.

“Knowing that our customers are in good hands with the product demo experience Premium provides is key to the success of our programs.”

Champion your brand online.

Premium Online Brand Champions take control of the product page, engaging with reviews to elicit influence on consumer shopping behavior.