This example is “exciting the customer” in the 4E framework of social media marketing.

Best Buy is sending a highly relevant, personalized coupon at exactly the right moment (while the shopper is in the store and primed to buy), which aligns with the “excite” element: offering interesting, tailored deals that create enthusiasm and nudge an immediate purchase.

TL;DR: It’s an example of exciting the customer in the 4E framework.

Mini breakdown

  • Educate = teach, inform, explain value (e.g., how-to videos).
  • Experience = let customers try or interact with the product (e.g., demos, trials).
  • Engage = ongoing interaction and relationship-building over time (e.g., communities, comments).
  • Excite = relevant deals, personalized offers, and time-sensitive promotions that spark interest and action (like this in-store mobile coupon).

When a retailer gives a loyal customer a custom, in-the-moment coupon on their phone, it isn’t just a “nice touch” – it’s textbook “excite the customer” in the 4E playbook.

Quick bullet recap

  • Relevant coupon = personalized value.
  • Sent to mobile phone in-store = perfect timing and context.
  • Goal = spark immediate interest and purchase , which is the essence of exciting the customer.

TL;DR (again): The correct element of the 4E framework here is exciting the customer.

Information gathered from public forums or data available on the internet and portrayed here.