Buzz, the 23 to 30 year old male urban trendsetter, has a high enthusiasm for technology and entertainment.  He has a strong sense of community and sometimes just wants to hang out and see what's new, without wanting to buy.  Best Buy recommends that Buzz needs electronics at the store that make him unique.

More than 90% of customers who shop at Best Buy fit into one of four profile families, each divided by sex.  A recently leaked customer profiling handbook obtained by The Consumerist details these categories.

The training manual defines these four categories as "Empty Nesters," "Urban Trendsetters," "Suburban," and "Middle America." 

Profiling is not a new or improper tactic for American companies, though some of the more overt practices are generally discouraged.  Several companies have been successfully sued when their profile data falls into the wrong hands.

What sets the leaked document apart from others is the in-depth amount of purchasing data it contains. For example, Middle America "Ray" constitutes 17.3% of Best Buy customers, though his spending constitutes 20.6% of all purchases at the store. 

Other interesting trends include the disproportional number of female visitors to female spenders.  Females in the Urban, Suburban and Middle America demographic represented 42% of shoppers at Best Buy, but only 30.3% of total revenue at the store.

To combat this, Best Buy's document asks that employees "simplify" technology for the women in these demographics.  Carrie, the upscale Urban Trendsetter, needs Best Buy to "Pull it together for ME ... My Lifestyle is really ALL ABOUT ME."

Sales employees are often quizzed on the topics in this manual, and encouraged to upsell based on recommendations from these demographics.  For example, the manual hints to readers that female buyers are more likely to want services like Geek Squad and in-home installation.