Please help me find information about the Best Buy "Centricity" market segmentation program -- specifically, the controversial new "customer profiles" used to identify Best Buy's most desirable demographics.
I'm doing some research on the profiling of customers by retail businesses, and the discrimination against ethnic minorities that may result from this profiling. From several recent articles I have read about Best Buy's "Centricity"program (for example, see these WaPo
pieces), Best Buy has identified five core customer types that it most wants to attract to its stores. Best Buy teaches its managers and associates to recognize these customer types through the use of a representative name and profile for each type. "Barry" is a male with a six-figure income who purchases what he wants regardless of cost; "Ray" is a male who likes electronic gadgets but can't always afford what he wants; "Buzz" is a young male interested in gaming and Playstations who makes small purchases; "Jill" is Barry's wife, a stay-at-home soccer mom; and "BB4B" is a small business owner. Some, if not all, Best Buy stores are being revamped to appeal to whichever customer type is most dominent in that community.
I need copies of any of the materials Best Buy uses to explain these customer types to its associates.
If I am not mistaken, all of these customer profiles are represented as affluent Caucasians. (These profiles are being cited, in a [warning: PDF] class action lawsuit
, as evidence of Best Buy's white-male-centered culture.) I'd like to read Best Buy's descriptions of these customer types first-hand, and see its visual depictions of the customer profiles myself, not just through a Washington Post article or a lawsuit website.
Any ideas? There's nothing on the Best Buy corporate site, and I've Googled this question to no avail. Even sources that require payment would be welcome.
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