It certainly took them long enough, but Roku is finally graduating from online-only sales to retail. It wasn't doing too badly in the old business model - Roku's status as the least expensive and easiest streaming media box allowed it to rack up over a million units sold. Still, Roku always seemed something like a secret that only technically savvy people knew about - and that is not the target demographic for a product designed for simplicity. No, the ideal retail channel ought to be something like Target. Or Best Buy:
Roku XD player is available for purchase at Best Buy stores nationwide and at BestBuy.com. With up to 1080p HD streaming support, integrated 802.11n WiFi and Instant Replay the Roku XD offers unlimited entertainment choices and incredible value to customers. The Roku XD has a list price of $79.99 and is available at Best Buy stores and at BestBuy.com for purchase today. Roku players can also be found at other leading retail stores including BJ’s Wholesale Club, Fry’s Electronics and RadioShack.
Best Buy, Fry's, and the Shack. Well, the good news is that those stores are where a shopper goes if they want an inexpensive box to stream Netflix (or MLB or NBA or any of Roku's other content options). The bad news is that it won't reach consumers who don't know that they want an inexpensive box to stream Netflix (or MLB or NBA or any of Roku's other content options). Hopefully a successful run at Best Buy will get buyers at Target and Walmart interested, because their customers are who Roku should be chasing.