The Best Buy case is mentioned, a consumer electronic store chain, who asked its female consumers and employees what they wanted from Best Buy as women. This is an industry where 57% of consumption is made by women.
Best Buy improved its relationship with their female consumers and employees between 2003 and 2008. It did this through a series of measures that went from redesigning the stores, the way they presented their products, correcting the way they addressed women and training their salespeople. It did all this because it discovered that the ways of improving the experiences of the female customers impacted the final result of the company.