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PlayStation 3 and Nintendo Wii Launch Day and Midnight Openings Official Playbook Nov. 17 and 19, 2006 Confidential – Best Buy internal use only. Do not copy, publish or distribute. The material in this document is confidential to Best Buy. C:\Documents and Settings\a441975\Desktop\PS3 Wii\PS3 Playbook 2006-11-01 FINAL.doc Table of Contents PS3 and Wii Overview………………………………………………...Page 3 About PlayStation 3………………………………………………...….Page 6 About Nintendo Wi………………………………………...………..….Page 9 Supporting Strategies………………………………………………...Page 12 PS3, Wii and the “It Selling Strategy” ………………………………Page 15 In-Store Strategy………………………………………………………Page 18 News Media Requests………… …………………………….………Page 20 PlayStation 3, The Last 100 Feet ……………………….….………Page 21 Nintendo Wii, The Last 100 Feet ………………………..….………Page 22 PlayStation 3 Event Preparation Checklists…………..…….……..Page 23 Nintendo Wii Event Preparation Checklists………………….……..Page 24 Midnight Opening Event Details……………………………..………Page 25 Key Dates Nov. 10 Promotional materials arrive in the Nov. 12 Merch Kit Nov. 10 Notify local law enforcement (See page 19.) Nov. 10 Last day to alert Ask the Bus for Media of missing launch brochures, GamePro launch guides and tickets Nov. 12 Best Buy ad features PS3 launch, midnight sale events and early opening times Nov. 17 8 a.m. store openings to launch PlayStation 3 (unless prohibited by landlord situations, such as in malls) Nov. 19 Best Buy ad features Wii launch and early opening Nov. 19 9 a.m. store openings to launch Nintendo Wii (unless prohibited by law or landlord situations, such as in malls) Troubleshooting – Who to Contact Questions about the PS3 or Wii launches or about your early opening on Nov. 17 and 19? Contact Ask the Bus for Media on Employee Toolkit. PlayStation 3 and Nintendo Wii Launch Playbook Page 2 of 25 PS3 and Wii Overview Video game history will be made Nov. 17 (PlayStation 3) and Nov. 19 (Nintendo Wii), when two new console platforms launch for the first time in the same year since 2001 – within 48 hours of each other. With your application of the “It Selling Strategy” against a backdrop of our core values and Core Philosophies, customers will go home with the end-to-end solutions that are just right for them and (most importantly) be glad they chose Best Buy. Our learnings from the Xbox 360 launch last year support our belief that nothing is more important than the quality of the customer’s experience. From past launches, we learned that the average customer who purchases a console system from Best Buy comes back six times a year over a three-year period to buy games and peripherals. If you press the customer on Nov. 17 to buy your end-to-end solution, it may be the last time you ever see that customer. Don’t take the risk. Instead, talk to the customer and find out what kind of gamer (hard core, family or value) he or she is. Ask questions and listen for the answers. The journey to the end-to-end solution is more than a checklist. It’s you and your customer talking about how and what they like to play, where and with whom. It’s you unlocking the secret of what makes your customer unique and sending them home with what they want. Confidentiality Confidentiality protects Best Buy and its information. It shields the Company's business strategies from competitors. It helps prevent legal action against the Company and protects customers and employees. Confidentiality is critical and most of us know that it's not okay to disclose sensitive Company information with competitors, the press, Web sites, etc. However, not all employees adhere to policy and employees who violate the confidentially policy are subject to disciplinary actions up to, and including, termination of employment. This playbook is confidential information of Best Buy. Don’t disclose it to anyone outside of the Company. Confidentiality protects Best Buy and its information. Keeping this information confidential not only helps protect the Company, it is your responsibility. Communicating or posting ad information, materials such as The Retail Insider or playbooks, is considered a direct violation of Company policy and is subject to disciplinary action up to, and including, termination of employment. Employee Purchase Policy Due to inventory levels of PlayStation 3 (PS3) and Nintendo Wii hardware, there are strict requirements on employee purchases. An employee must be off-duty in order to purchase these products. Employees are customers when they’re not at work, so must follow same standard procedure applicable to customers: • Stand in line with no preferential treatment • Receive line ticket based on placement in lines • Purchase of one unit per employee Every employee is expected to uphold our values, adhere to our Company policies and keep a constant focus on our customers. Behaviors exhibiting direct violation of the Company policies and values will not be tolerated. The consequences for violating the Company values and policies will result in an immediate launch of an internal investigation resulting in a range of disciplinary actions – up to, and including, termination of employment. The resale of any PS3 or Wii systems originally purchased at Best Buy by a current Best Buy employee is strictly prohibited. To view the Company’s Employee Purchase Policy, go to eGO and select Policies & Culture, Policies, Your Responsibilities & Behavior and then Employee Discount Policy. Employees should talk to their managers to discuss or report questionable behavior. But if you don’t feel comfortable, you’re encouraged to call Best Buy’s Ethics Hotline at (800) 520-1132. PlayStation 3 and Nintendo Wii Launch Playbook Page 3 of 25 The 4 Big Don’ts No bundling. The sale of a PS3 or Wii hardware unit shouldn’t be conditional on the attachment of any good or service under any circumstances. Best Buy will offer PS3 and Wii hardware at the prices listed in the ad. No bulk sales. • PS3 hardware (20GB SKU 8008513, 60GB SKU 8008489): Limit one per customer until further notice • PS3 software and accessories: Limit three per SKU, per customer, until further notice • Wii hardware (SKU 8008559): Limit one per customer until further notice • Wii software and accessories: Limit three per SKU, per customer, until further notice Clarity around one per customer policy: If you start with 20 PS3s, you’ll sell one PS3 to each of the first 20 people in line with their own form of payment accepted at Best Buy. For example, if Mark, Rick and Steve all come in for a PS3, Mark can’t use his credit card to pay for all three, not even on three separate transactions. No sales before the hard street date. • Don’t display or sell PS3 hardware prior to Nov 17. • Don’t display or sell Wii hardware prior to Nov. 19. • No transaction activity whatsoever. This includes sold orders and employee sales. • Contact Ask the Bus on the Media page of Employee Toolkit immediately if you observe any other retailer displaying or selling PS3 or Wii hardware before their respective street dates. No holding product for individuals. • Don’t hold any PS3 or Wii units for any customers or employees. • The also applies to customers who purchased a defective unit. Vendors will be able to expedite customer exchanges faster than retailers. For these customers, Sony and Nintendo have toll-free numbers. o PlayStation 3 – (800) 345-SONY o Nintendo Wii – (800) 255-3700 or www.nintendo.com/consumer/webform.jsp Best Buy Ethics Hotline (800) 520-1132 This hotline is available for all Best Buy employees to call if they observe violations of the confidentiality agreement or any launch day practices (forced bundling, PRP inboarding, etc.) that aren’t consistent with our core values of honesty and integrity. Midnight Opening Events, for PS3 Only There are 18 stores from 16 markets that have been selected to conduct PS3 midnight opening events. Store #58 (Park Lane, TX) Store #281 (Richfield, MN) Store #555 (Hialeah, FL Store #109 (West LA, CA) Store #291 (Galleria, TX) Store #561 (S. Tampa, FL Store #143 (Chesterfield, MO) Store #301 (Butterfield Rd, IL) Store #583 (Mt Laurel, NJ Store #184 (El Cajon, CA) Store #393 (West Hollywood, CA) Store #609 (NoHo, NY) Store #254 (Superstition Springs, AZ) Store #408 (Ann Arbor, MI) Store #804 (Landmark Center, MA) Store #278 (Chapel Hill, OH) Store #504 (Gwinnett, GA) Store #1028 (Midtown, NY) All other stores open at 8 a.m. that morning, unless prohibited by landlord situations, such as in malls. Don’t hold a midnight opening if you’re not on the list Given the limited amount of advertising funds available for midnight opening promotion, only a small number of stores could be included on this list. There are contributing factors in selecting stores to participate, including gaming revenue history, market demand, tenant and landlord contracts, advertising cost and TGM/DM approval. Stores not on the list above won’t conduct midnight opening events. PlayStation 3 and Nintendo Wii Launch Playbook Page 4 of 25 What about Nintendo Wii? There won’t be any midnight openings for the Nintendo Wii launch Nov. 19, but all stores open at 9 a.m, unless prohibited by law or landlord situations, such as in malls. Response to Inventory Questions For either PS3 or Wii, the basic messages to land when you’re out of inventory are: 1. We don’t know when the next shipment will be. 2. We don’t know how many units will be in that shipment. 3. We don’t know whether there’ll be another shipment between now and Christmas. 4. When we receive more, we’ll sell them to the first ticket holders in line, just like on launch day.
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