05/29/2026
“We’re not just a retailer anymore.”
That was the message from incoming Best Buy CEO Jason Bonfig as the company outlined its plans to expand beyond traditional retail into advertising, marketplaces, technology, and customer experience services.
The shift reflects a larger trend happening across retail: companies are looking beyond products and investing in ecosystems, services, fulfillment, and customer experience to drive long-term growth.
For retailers, logistics is becoming a bigger part of that equation.
As delivery expectations continue to rise, fulfillment and last-mile ex*****on are no longer just operational functions. They’re part of the customer experience.
Source: Dive
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Jason Bonfig, who takes on the top post in November, plans to grow the business by investing in advertising, customer experience and new store formats.