Following botched holiday web orders and a scathing media critique about the brand’s strategy posted Monday on Forbes.com (title: “Why Best Buy is Going Out of Business Gradually”), Best Buy has been feeling the heat lately.
The consumer electronics retailer’s CEO, Brian Dunn, today posted a frank (and rare) response on the company blog to address critics and reassure employees. Dunn apologized for the web ordering errors (“We worked to make amends with customers whose holidays were made less happy because of our mistake, and we’re working diligently to make sure it doesn’t happen again”) and defended the company’s strategy, including the need to create a seamless customer experience between physical and digital transactions.
He concluded, “we fully expect to receive our share of criticism – we’re a big company and we don’t always get everything right. But this is one of those times when I felt it was necessary not only to acknowledge our shortcomings, but to set the record straight on issues where facts are being obscured by rhetoric.”
Read the embattled CEO’s full letter and the responses here and tell us: Good move? Does Dunn come off as transparent or defensive?