Dive Brief:

• The Minneapolis-St. Paul International Airport has emerged as a major U.S. hub, and Best Buy aims to take advantage of its heavy traffic by installing a pop-up Geek Squad outpost there.

• The pop-up in Terminal 1 will offer free wi-fi and charging stations, demonstrations of favorite holiday sellers, tech advice, and shopping in general through next Sunday.

• Best Buy, which like other retailers has seen decent sales of electronics this holiday season thanks to discounting, is hoping its value-added Geek Squad tech services and house calls will help boost the bottom line.

Dive Insight:

Best Buy has likely reached the limit of its ability to cut costs in order to improve margins. To boost traffic and sales, it makes sense for the retailer to elevate its high-touch Geek Squad services. In fact, the retailer for the first time is touting a Geek Squad house call as a holiday gift.

As part of that bet, the retailer has also invested in its Geek Squad services. Outlays like that as well as promotional holiday pricing could ding margins, the retailer has warned.