Best Buy uses Personas to shape retail experience

Electronics giant Best Buy is using personas to focus its stores on particular customer segments -

From USA Today:
Best Buy’s plan is to revamp its stores according to the types of customers they serve, a strategy it calls customer centricity. The company came up with five prototypical customers, all of whom have been given names: “Jill,” a busy suburban mom; “Buzz,” a focused, active younger male; “Ray,” a family man who likes his technology practical; “BB4B” (short for Best Buy for Business), a small employer; and “Barry,” an affluent professional male who’s likely to drop tens of thousands of dollars on a home theater system.

Over the next few years, each of Best Buy’s 608 stores will focus on one or two of the five segments…

It’s interesting that they are focusing stores on just one or two segments - that there is a primary persona for a retail location. While we know that each primary persona needs an interface tailored for them, creating a new interface usually doesn’t take the same capital costs as opening a store. What does a store’s focus on soccer mom Jill mean for the Best Buy customer who is more like Buzz, the young active geek? Thanks IDBlog