Best Buy Co. is recruiting its own internal Geek Squad.
The Richfield, Minn.-based consumer electronics retailer plans to hire 200 information technology specialists in the next year as the company seeks to woo customers across multiple sales channels, including stores, mobile devices and BestBuy.com.
Since 2004, Best Buy has largely outsourced its IT needs. But given the scope of its ambitions, Best Buy needs to develop its own technology talent, said Jody Davids, Best Buy’s chief information officer, in an interview.
Davids, who is also senior vice president of global business services, joined Best Buy last October. She was formerly CIO and executive vice president at Cardinal Health Inc. and was a top IT and supply chain executive at Nike and Apple.
“It’s an interesting time at Best Buy right now,” Davids said. “We’re finding more ways to communicate with customers. We want them to interact with us no matter where they are and no matter what device they use.”
As a result, “we’re making a strategic change,” she said. “We’ve largely outsourced IT. We now want (to hire) talent as Best Buy employees. We need to develop a strategy of what we’re going to build. We like to take control of our destiny.”
Retailers of all stripes are beefing up their IT departments as they seek to exploit the crush of data generated by consumers who shop at stores, browse websites and scan merchandise with their smartphones.
“Typically, retailers have been organized around stores and merchandise,” said Dale Nitschke, former Target.com president and now general partner at Ovative/Group, a consulting firm in Minneapolis. “The digital ecosystems that are now emerging have allowed retailers to focus on their most important asset: their customer base.”
That’s one of the reasons why Target Corp. chose to regain control over its website after a decade of outsourcing operations to Amazon. Like most retailers in the early 2000s, Target didn’t have the experience or expertise to run a website, Nitschke said.
With the debut of its relaunched website last week, Target, like other retailers, is trying to exploit such new technologies as smartphones and tablets, he said.
Outsourcing to Amazon “was the right decision at the time,” Nitschke said. “I think (Target is) absolutely making the right decision bringing (the website) back in-house.”
Best Buy, which has long enjoyed a reputation as a tech-savvy organization, is also undergoing tremendous change.
The company is shrinking the average size of its new stores and building fewer of them. Meanwhile, it seeks to more fully integrate the stores with its website and mobile devices.
For instance, the retailer is installing kiosks and interactive displays throughout its stores. Customers also can return and exchange items purchased online at a Best Buy retail location.
Best Buy’s total traffic in fiscal 2011 jumped to 1.4 billion customers from 800 million five years ago. Most of that growth has come online; store traffic remains flat. In that time period, domestic online revenue has tripled to $2 billion. Best Buy wants to double that number by 2015.
To hit that target, Best Buy is looking to sell advertising on its website. Like Amazon, the company also wants to allow third-party retailers and vendors to market products and services through Best Buy channels.
To do these things, Best Buy needs IT muscle, Davids said. But with retailers such as Target also taking their operations in-house, recruiting will be tough.
“It’s going to be a fight to get them,” Davids said.
Source:http://www.kansascity.com/2011/08/30/3109944/best-buy-shifts-from-outsourcing.html

