Best Buy Responds to Xbox 360 Bundling ‘Mistake’

Remember the Best Buy fiasco with the XBox 360? The first memo that was issued caused employees at Best Buy to complain, but this second one suggests Best Buy realised the mistake it made, quickly. This memo was dated 11/23/2005, listed a store location, and was addressed to ‘all managers’:

Message from Shawn Score – Xbox 360 Update
A MESSAGE FROM SHAWN SCORE, SVP – SALES & SERVICES
Customers may comet to your store beginning theis Friday (Nov. 25) interested in returning some of their Xbox 360 Bundle items, including PSPs. Some customers felt a great deal of pressure to buy the entire bundle in order to get the hardware. This sales approach is not our policy and doesn’t support our values. Therefore, it’s our expectation that you allow these customers to return any individual or bundled items without hassle…

the Inquirer - Best Buy admits Xbox 360 bundling a mistake

Last week’s media release from Best Buy was as follows, “We are aware of instances where Best Buy employee action was inconsistent with company guidelines for promotional activities surrounding the sale of Xbox 360. We will accept returns or exchanges for any unwanted Xbox 360-related purchases. In addition, we have taken appropriate measures to ensure this situation will not occur with future Xbox 360 promotions. We extend our sincere apologies to our customers.”

NextGeneration - Leaked Best Buy Memo Reveals Concerns

Still, this “apology” falls short. What Best Buy should have offered is an immediate refund of the price premium that some customers were forced to pay. The company goes on to tell the Mercury News that they’ve “taken appropriate measures to ensure this situation will not occur with future Xbox 360 promotions.” How about the upcoming PlayStation 3 and Nintendo Revolution launches, Best Buy?

Joystiq - Best Buy kinda apologizes for ripping off gamers

It’s easy to see why stores would rather sell you a bundle. The margins — for retailers and console makers alike — are much kinder on software and accessories than on the hardware itself. However, unlike Microsoft, the chains weren’t taking a hit on every console sold in hopes of eventually making it back on the software side. For retailers, it’s simply the difference between making a little money and a lot of money.

Clearly, this wasn’t a companywide Best Buy policy. At worst, it was the ill-advised avarice of local store managers. That’s why Best Buy should publicize how it plans to distance itself from the unauthorized bundlers.

MSNBC - Bad, Bad Best Buy