http://www.startribune.com/business/43075392.html
Thousands of Best Buy store employees will see their pay slashed or their positions eliminated as the Richfield-based consumer electronics chain moves to reorganize its stores amid a weakening consumer spending environment.
Best Buy Co. Inc. last Saturday notified employees of the staffing changes, which a spokesman said were motivated by "a desire to get more of our people in front of our customers" by shifting many store managers and senior-level sales people into jobs where they will interact more directly with shoppers.
Best Buy would not disclose the number of people affected, but New York investment firm Sanford Bernstein said in a research note Wednesday that as many as 1,000 assistant store managers would have their positions cut. Up to another 8,000 senior sales associates would be demoted to regular sales positions that would pay 25 percent to 50 percent less than their previous jobs.
Colin McGranahan, an analyst with Sanford Bernstein who wrote the report, cautioned Wednesday that these numbers are estimates based on conversations with Best Buy; the retailer would not confirm or deny them.
However, the severity of the job and wage cuts led some industry analysts to draw comparisons to Circuit City Stores Incorporated's ill-fated efforts nearly two years ago to slash costs by eliminating thousands of its higher-paid, but most experienced, salespeople. Service levels suffered, hastening Circuit City's demise, some analysts argue. The Richmond, Va.-based retailer went out of business earlier this year.
"What Circuit City did was a pretty big blunder," said Brady Lemos, who follows Best Buy for Morningstar. "They let their most experienced sales staff go, and it was clear that people who worked there weren't interested in helping you. ... Best Buy must be careful not to do anything to that degree."
But Circuit City's collapse may be part of the reason Best Buy can afford to make these changes, some analysts argued. It solidifies Best Buy's dominance in the consumer electronics category at a time when demand for TVs and many gadgets remains steady. And it gives Best Buy a pool of talent that it can tap in case its own employees object to the changes and leave in large numbers.
"The liquidation of Circuit City ... reduces the competitive threat and could supply a ready group of replacement associates who would likely be thrilled to work at the lowered rates" at Best Buy, wrote McGranahan in his research note. "Overall, we see some -- but relatively limited -- risk of store-level disruption over the next few quarters from this reorganization."
So far, Best Buy has weathered the recession much better than other retailers. The world's largest consumer electronics retailer easily beat analysts' expectations when it reported quarterly earnings last month. However, many of the items that did well -- such as flat-panel TVs and computers -- are considered "family" purchases. More discretionary personal gadgets, such as MP3 players and digital cameras, have seen double-digit declines over the past year. With unemployment still rising, it's only a matter of time before the "family" purchases begin to decline, too, some analysts argue.
As a result, the retailer has been under increased pressure from Wall Street to keep its costs under control. Earlier this year, the company cut 750 jobs at its corporate headquarters in Richfield through a combination of layoffs and voluntary buyout programs.
The deep cuts at the head office likely will make the layoffs at the store level more palatable to employees, McGranahan said. "Now they can go to the stores and say, 'We've already tightened our belt at headquarters, and now it's your turn,'" he said. "They're going about this the right way."
Overall, Best Buy expects a "very minimal" reduction in head count, said spokesman Justin Barber. The changes involve shifting some senior salespeople who are in supervisory roles to positions in stores in which they "have more customer face time," he said.