hhgregg Embarks on Brand Transformation

May 06, 2014 11:05 AM  By

Appliance, electronics and furniture retailer, hhgregg today announced the company has embarked on a brand transformation to better serve and engage customers and communities by providing a truly differentiated shopping and purchasing experience. The brand transformation will encompass all customer touchpoints, including its 228 store locations and online presence. The first phase of hhgregg’s brand transformation launches today.

“Our brand transformation is the foundation for our differentiation from other retailers. By eliminating pain points that most often frustrate customers buying large appliances, electronics, furniture and similar items from big box and DIY retailers, we can help bring the joy back to making these purchases and create lifelong customers,” said Dennis May, president and CEO, hhgregg. “Flawless execution and customer service before, during and after each purchase will be the focus of the entire organization. In addition, our supplier partners will play an important role in this transformation as we’ll work hand in hand to ensure that we’re presenting consumers with the newest technologies available.”

Components of hhgregg’s brand transformation will be introduced over the next year. Priorities include:

  • New tools for associates. From friction-free online product research, referrals and shopping options to “white glove” delivery, installation and service, hhgregg will introduce new tools that enable associates to provide customers with exceptional shopping experiences – before, during and after their purchase.
  • Omni-channel product evolution. With a focus on rapidly advancing categories such as home appliances, TVs, and home theater, hhgregg is forging unique partnerships with its vendors to create compelling in-store experiences that will showcase their products and technology innovations.
  • Increased community engagement. hhgregg will amplify its commitment to advance and enrich the communities where its associates and customers live.

“This is not just an advertising campaign or a simple change in taglines; this is a brand transformation – encompassing everything from our company culture, to our product selection, to our customer service,” said Julie Lyle, chief marketing officer at hhgregg. “This is a long-term endeavor central to the core of our organization, from store associates to the CEO.”

Immediate changes launching today include: an updated company logo, enhancements to the company and brand purpose, and a new series of national television commercials. The first commercial in the series is titled, “Boxes.” It adds a human touch to the process of purchasing big ticket items such as a new large screen TV or kitchen appliances. The commercial highlights the joy that families experience when these purchases quickly become an integral part of their lives, along with the fun all can experience from the boxes.

In addition to TV advertising, the brand transformation will also be supported with radio, expanded digital and social media efforts, store-level activities, community engagement initiatives, online promotions, social sharing contests, giveaways, and public relations strategies.

hhgregg is a multi-regional appliance, electronics and furniture retailer with 228 brick-and-mortar stores in 20 states with nationwide retailing online. For decades, consumers have equated hhgregg’s brand with highly trained sales associates that deliver a best-in-class, consultative in-store experience. To learn more about hhgregg or to find a store near you, visit hhgregg.com. To view hhgregg’s latest commercial, please visit the company’s YouTube channel.