Best Buy is introducing a range of personalised experiences for its client base, including a hologram spokesperson or a ‘spokeshologram’ called Gram that will be featured in commercials.

The move comes as the US electronics retailer announces a brand refresh resulting in the expansion of its tech assortment.

Best Buy said that it seeks to play “a bigger role” in helping its customers improving their familiarity with technology.

The company is rolling out a host of new features including a new personalised home page; a discover tab where customers can explore new tech; a ‘Shop with Videos’ experience with personalised video content; personalised push notifications; a new digital wallet payment; and a rewards experience.

To meet new consumer needs, the firm aims to triple its video offering with a new lineup focused on innovators, new products, discovery, tech tips, and buying guides.

The rebrand will also involve an expansion of its dedicated team in its computing, appliance and home theatres departments.

As part of the refresh, the firm is introducing a new colour palette with hints of magenta, teal and red that will replace the iconic blue and yellow palette.

“We’re embracing this change, and we’re excited about it, because we know it’s where our customers want us to go,” said Jennie Weber, Best Buy’s chief marketing officer.. “This new world of discovery is personal to every customer, their passions and the moments in life that matter most.

“They want technology to level up their lives — to help them do more of what they love — and there’s no one more passionate and better positioned to do that than Best Buy.”

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