Best Buy has made progress in enriching their website data with semantic markup. Their initial efforts used RDFa and ontologies like GoodRelations and FOAF to publish structured data from their stores. Now they use schema.org and Microdata. This additional structured data is helping to drive more customer engagement by powering experiences like personalized recommendations. Best Buy is also exploring opportunities to further enrich product information on the web through initiatives like Gmail Actions and by "feeding knowledge" to other applications and services.