US: Best Buy chief marketing officer exits – What impact did the outgoing CMO have on the retailer?
December 14th, 2022, Lesley Simeon

US: Best Buy chief marketing officer exits – What impact did the outgoing CMO have on the retailer?

Frank Crowson will be making an exit from the chief marketing officer position of American electronics chain, Best Buy. Crowson was with the company for a total of five years, out of which he spent two years occupying the CMO role since May 2020.

How did the electronics retailer do under Crowson as its chief marketer?

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily – Best Buy’s Ad Awareness and Word of Mouth (WOM) Exposure metrics improved under Crowson.

Data from BrandIndex shows that Best Buy’s Ad Awareness and WOM Exposure metrics generally peak around Christmas Day. The company’s Ad Awareness – which indicates how many and which consumers are noticing the brand’s advertising – grew from 21% on 1 May 2020 (when Crowson took over as CMO) to touch a peak of 36.3% on Christmas Day 2020. The metric reached another high of 32.6% on 26 December 2021, and finally rested at 31.5% on 10 December 2022.

Similarly, the Awareness metric- which measures how aware customers are of the brand - was 90% on 1 May 2020, and 86% on 11 December 2022. Finally, Best Buy’s Current Customer metric grew from 16% on 1 May 2020 to 17% on 11 December 2022.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Best Buy’s Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. The Consideration score is based on the question: When you are in the market next to purchase goods or services from a brand, from which of the following would you consider purchasing? and delivered as a percentage. The WOM Exposure score is based on the questions: Which of the following brands have you talked about with friends and family in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 2748 US adults between 1 December 2019 and 10 December 2022. Figures are based on a four-week moving average. Learn more about BrandIndex.

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