3月下旬的48小时内,百思买的新任首席执行官科丽·巴里做出一系列决定,极大地改变了这家消费电子零售商的面貌:从3月22日开始,百思买不再允许购物者进入全美1,000家门店。取而代之的是,员工会把订购商品交付给在路边等候的顾客。
去年6月,巴里为百思买规划了一幅行动路线图,助力这家消费电子连锁零售商敏捷地实现电商转型,并由此获得该公司最高职位。现在,就在她即将迎来履新一周年之际,巴里又开始重新规划公司的未来。在百思买转为路边取货之后,其销售额仅比上一年同期下降30%。与其他零售商的悲惨境遇相比,这点打击实在不算什么。尽管如此,巴里仍然不得不让12.5万名百思买员工中的5.1万人“无薪休假”,她自己也主动减薪50%——至少在9月之前。
为应对新冠疫情,消费者不仅大量囤积食品杂货,他们也开始购买百思买的冰箱和冰柜。在各大零售门店外,购物者排起的长队横贯整个街区,迫使巴里不得不对销售模式进行动态挑战。“至少有一位排队的顾客查到了我的电话号码,告诉我有些人在排队时没有遵守社交距离政策。”她说。
多年来,百思买一直秉持着这样一种运营理念:家庭与科技将变得更加“互联”。 冠状病毒加速了这一趋势。她说:“我们的目标从来没有如此真实。”以下是经过编辑的访谈实录。
《财富》:大约600家百思买门店在今年5月通过提前预约的方式重新开业。你怎么知道现在是重新营业的正确时机?
科丽·巴里:我们很早就被几乎每个州和市政府确定为“必不可少的”零售商。但我们觉得,随着时间的推移,是时候从必需品零售转为安全零售了。显然,人们需要我们卖的东西,在某些情况下,他们真的需要我们上门服务,比如说他们家的冰箱坏了。让哪家门店重新营业,是由一系列因素综合决定的。比如,我们必须考虑当地疫情处于什么阶段,当地政府在复工复产方面有哪些规定,我们在当地有多少员工能上岗,等等。老实说,对于重新营业的正确时机或者重新营业后的需求状况,我们并没有十足的把握。在重新开业首日,到下午3点的时候,我的收件箱已经收到了来自各个门店的反馈信息,让我知道哪些措施行之有效,哪些行不通。我们已经开始进行一些调整。
预约模式是如何运作的?你把它比作约会。
你可以打电话、上网,或者直接去门店预约。接下来,我们会提前打电话,告诉你一些注意事项。我们会要求你戴口罩。等你来到门店的时候,我们会备好现货。然后,一位同事会与你结伴而行,引导你走完在店内购物的全部流程。每个人都朝着一个特定方向移动,沿途是有标记的,所以很容易保持社会距离。根据店面的大小——我们的营业面积从2万到6万平方英尺不等——我们可能会同时接待10到24名顾客。
一些门店现在重新开张了,这是不是一个让部分被解雇员工(共计5.1万人)重返工作岗位的机会?或者说,还需要发生什么事情才能做到这一点?
在目前这个时点,我们还不能召回这些员工。现在还不行。我们相信我们可以利用现有员工来运作这种模式。我真的不知道什么时候才会更像以前的模式。
我们还能回到以前那种随便走进商场购物的日子吗?
这就是我觉得不一样的地方。我们不能用昨天的零售手册来解决今天的问题。只是假设一下,周末可能会出现大量的需求,人们愿意再次走进商场购物,而且我们可以创造足够远的社交距离,这样员工才有安全感。但在平日里,我们采用预约制,那是一种更受约束的购物体验。路边取货会一直存在下去。我认为零售手册不太可能回归以前的模样。
让顾客和员工在店里感到安全是一回事。公司员工呢?他们近期会重新回到办公室上班吗?
在我们的内心深处,我们仍然觉得百思买是那种老派零售商:“门店复工在即,大家都要回去上班了!”我们早就知道我们需要改变,但一直没有足够的动力去做这件事。然后,一夜之间,我们所有的公司员工,大约5000人,都在家工作。但总体来说,他们的工作效率高得令人难以置信。
所以,我们将非常谨慎地制定一个很有阶段性的复工计划。我们的团队将会考虑每一个细节。比如,需要戴口罩吗?可能吧,如果你是在一个共享空间工作的话。走进办公楼时,还要测量体温吗?很可能,如果这样做确实能够降低病毒传播几率。更多的人可能会在家工作。弹性工作制将变得更加常态化。(财富中文网)
译者:任文科
3月下旬的48小时内,百思买的新任首席执行官科丽·巴里做出一系列决定,极大地改变了这家消费电子零售商的面貌:从3月22日开始,百思买不再允许购物者进入全美1,000家门店。取而代之的是,员工会把订购商品交付给在路边等候的顾客。
去年6月,巴里为百思买规划了一幅行动路线图,助力这家消费电子连锁零售商敏捷地实现电商转型,并由此获得该公司最高职位。现在,就在她即将迎来履新一周年之际,巴里又开始重新规划公司的未来。在百思买转为路边取货之后,其销售额仅比上一年同期下降30%。与其他零售商的悲惨境遇相比,这点打击实在不算什么。尽管如此,巴里仍然不得不让12.5万名百思买员工中的5.1万人“无薪休假”,她自己也主动减薪50%——至少在9月之前。
为应对新冠疫情,消费者不仅大量囤积食品杂货,他们也开始购买百思买的冰箱和冰柜。在各大零售门店外,购物者排起的长队横贯整个街区,迫使巴里不得不对销售模式进行动态挑战。“至少有一位排队的顾客查到了我的电话号码,告诉我有些人在排队时没有遵守社交距离政策。”她说。
多年来,百思买一直秉持着这样一种运营理念:家庭与科技将变得更加“互联”。 冠状病毒加速了这一趋势。她说:“我们的目标从来没有如此真实。”以下是经过编辑的访谈实录。
《财富》:大约600家百思买门店在今年5月通过提前预约的方式重新开业。你怎么知道现在是重新营业的正确时机?
科丽·巴里:我们很早就被几乎每个州和市政府确定为“必不可少的”零售商。但我们觉得,随着时间的推移,是时候从必需品零售转为安全零售了。显然,人们需要我们卖的东西,在某些情况下,他们真的需要我们上门服务,比如说他们家的冰箱坏了。让哪家门店重新营业,是由一系列因素综合决定的。比如,我们必须考虑当地疫情处于什么阶段,当地政府在复工复产方面有哪些规定,我们在当地有多少员工能上岗,等等。老实说,对于重新营业的正确时机或者重新营业后的需求状况,我们并没有十足的把握。在重新开业首日,到下午3点的时候,我的收件箱已经收到了来自各个门店的反馈信息,让我知道哪些措施行之有效,哪些行不通。我们已经开始进行一些调整。
预约模式是如何运作的?你把它比作约会。
你可以打电话、上网,或者直接去门店预约。接下来,我们会提前打电话,告诉你一些注意事项。我们会要求你戴口罩。等你来到门店的时候,我们会备好现货。然后,一位同事会与你结伴而行,引导你走完在店内购物的全部流程。每个人都朝着一个特定方向移动,沿途是有标记的,所以很容易保持社会距离。根据店面的大小——我们的营业面积从2万到6万平方英尺不等——我们可能会同时接待10到24名顾客。
一些门店现在重新开张了,这是不是一个让部分被解雇员工(共计5.1万人)重返工作岗位的机会?或者说,还需要发生什么事情才能做到这一点?
在目前这个时点,我们还不能召回这些员工。现在还不行。我们相信我们可以利用现有员工来运作这种模式。我真的不知道什么时候才会更像以前的模式。
我们还能回到以前那种随便走进商场购物的日子吗?
这就是我觉得不一样的地方。我们不能用昨天的零售手册来解决今天的问题。只是假设一下,周末可能会出现大量的需求,人们愿意再次走进商场购物,而且我们可以创造足够远的社交距离,这样员工才有安全感。但在平日里,我们采用预约制,那是一种更受约束的购物体验。路边取货会一直存在下去。我认为零售手册不太可能回归以前的模样。
让顾客和员工在店里感到安全是一回事。公司员工呢?他们近期会重新回到办公室上班吗?
在我们的内心深处,我们仍然觉得百思买是那种老派零售商:“门店复工在即,大家都要回去上班了!”我们早就知道我们需要改变,但一直没有足够的动力去做这件事。然后,一夜之间,我们所有的公司员工,大约5000人,都在家工作。但总体来说,他们的工作效率高得令人难以置信。
所以,我们将非常谨慎地制定一个很有阶段性的复工计划。我们的团队将会考虑每一个细节。比如,需要戴口罩吗?可能吧,如果你是在一个共享空间工作的话。走进办公楼时,还要测量体温吗?很可能,如果这样做确实能够降低病毒传播几率。更多的人可能会在家工作。弹性工作制将变得更加常态化。(财富中文网)
译者:任文科
In 48 hours in late march, Corie Barry, the new CEO of Best Buy, made a flurry of decisions that dramatically transformed the electronics retailer: On March 22, Best Buy stopped allowing shoppers inside all 1,000 of its U.S. stores. Instead, employees would run orders out to customers waiting curbside.
Barry landed the top job at the electronics chain last June by plotting a path forward for Best Buy that deftly navigated shifts in e-commerce. Now, as she approaches her first anniversary, she’s again reimagining the company’s future. After Best Buy switched to curbside pickup, sales dropped just 30% compared with the prior year’s. While this proved a much smaller hit than what other retailers suffered, Barry still had to furlough 51,000 of the company’s 125,000 employees—and take a 50% pay cut herself until at least September.
As consumers loaded up on groceries to prepare for the pandemic, they also stocked up on Best Buy fridges and freezers. Lines outside stores stretched around the block, forcing Barry to adjust the model on the fly. “At least one customer in that line tracked down my phone number to let me know people were not socially distanced in that line,” she says.
For years, Best Buy has operated on a thesis that homes will become more “connected” with technology; the coronavirus has sped up that trend. “Never has our purpose been more real,” she says. The Q&A below has been edited for length and clarity.
Fortune: You are now, in May, reopening some 600 of your stores by appointment only. How do you know it’s the right time to reopen?
Corie Barry: We were named very early on an essential retailer by almost every state and municipality. But we felt like, as the weeks went on, it was time to move from essential retailing into safe retailing. Clearly people need the things we sell, and in some cases they really need us in their homes. Like if they have a broken fridge. Where you open is going to be dictated by a combination of what is the path of the virus, what are local jurisdictional regulations, and what is our employee availability. I’ll be honest, there is no perfect knowledge of when the right time is or what demand is going to be. By three o’clock on day one of reopening, I already had in my inbox feedback from our stores on what was working, what wasn’t. And some of the tweaks we’re already making.
How does the appointment model work? You’ve likened it to dating.
You can call, go online, or just walk up to a store to set your appointment. The next step is a pre-call about what to expect. We will ask you to wear a mask. When you come to the store, we will have them available. And then you’ll be paired with an associate who will literally be your concierge throughout the store. Everyone walks in a certain direction and it is marked so it’s very easy to keep social distance. Depending on the size of the store—our footprints range from 20,000 to 60,000 square feet—you’re probably talking somewhere between 10 and 24 customers in there at a time.
Now that some of the stores are reopening, is this an opportunity to bring back some of the [51,000] furloughed employees? Or what needs to happen to do that?
At this point, we are not bringing any of them back. Right now. We believe we can run this model with the employees that we have. I don’t know when it will look more like the model of old.
Will we ever get back to just being able to walk in a store and shop around?
Here’s what I don’t think it looks like. It doesn’t look like you use yesterday’s retail playbook to solve today’s problems. Just hypothesizing, it may be you see a lot of demand on the weekend and people are willing to come back in and shop, and you can create enough distance so your employees feel safe. But on the weekdays, it’s appointment-only, and you keep it a much more kind of constrained experience. And you always have curbside. I don’t think the playbook is ever going to look the way it looked before.
It’s one thing to make customers and employees feel safe in the store. What about your corporate employees—will they be working in the office anytime soon?
Best Buy, in our hearts, we had that old-school retail feeling, like, “The stores are going to be open, and everyone’s going to be at work!” And we knew we needed to change but just hadn’t quite had the impetus to do it. And then, literally overnight, all of our people corporately, about 5,000 of them, are working from home. And yet productivity on the whole was incredible.
So it will be a very staged and careful return to work plan. And our team is covering everything from, Are you going to wear masks? Probably, if you’re in shared spaces. Will there be temperature checks when you walk in the building? Probably, if it’s proven to actually reduce the spread of the virus. More people will likely work from home. Flexible work arrangements will be much more regular.