Eye on retail: Best Buy’s vacuum center

A consumer electronics giant is making a move to grab some wallet share from the home category.

Starting in August, Best Buy is adding Dyson Demo Experiences — dedicated spaces that will let customers try out Dyson products. Approximately 90 Best Buy stores in the United States will feature the new interactive sections, which will be designed for shoppers to test merchandise.

These store-within-a-store concepts will range in size, from 40 sq. ft. to about 400 sq. ft. There will also be an enhanced Dyson experience on BestBuy.com, according to the retailer.

“Dyson is a technology brand, and the innovation they put into their products needs to be seen to be believed. It’s important for customers to see it, touch it, try it and ask questions about it,” Best Buy SVP of appliances Kevin Balon said in a company blog. “Our new partnership with Dyson checks all of those boxes, giving Best Buy customers the unique opportunity to try out their state-of-the-art products for themselves.”

The Dyson “shops” will also feature trained associates available to answer customer questions, lead product demos and help shoppers choose the right product. Hair dryers, cord-free vacuums and air purifiers are among the merchandise available.