Best BuyBBY

is plugging into a new strategy to recharge its sales growth. After ten consecutive quarters of declining sales, the electronics retailer’s Q2 report boosted its earnings outlook, sending the stock surging 14% yesterday. Despite challenges with a soft consumer, the tech superstore’s move signals confidence in its turnaround strategy.

• With a renewed expansion focus, the tech chain announced a redesigned loyalty program and new marketing campaign — plus expanded Geek Squad partnerships with TeslaTSLA
  and MicrosoftMSFT
  .
• Their efforts align with the tech refresh cycle as their customer base upgrades their pandemic-era purchases, already seeing a 6% annual increase in tablets and computing.

The AI wave: Best Buy is banking on AI-enabled devices to convince on-the-fence customers to upgrade. The retailer depends on Big Tech’s innovation to create hype and drive in-store traffic with trendy products. Best Buy’s CEO is bullish, emphasizing we’re “just at the beginning of the impact of AI on tech, innovation, and customer demand” (BBG). He’s hopeful this wave could be enough to further reignite consumer interest and turn the tide on its recent sales slump. However, customers will have to see the value to choose Best Buy over e-commerce alternatives.