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05/12/2014

hhgregg's Brand Transformation Focuses on the In-Store Experience

Appliance, electronics and furniture retailer, hhgregg has embarked on a brand transformation to better serve and engage customers and communities by providing a differentiated shopping and purchasing experience. The transformation will encompass all customer touchpoints, including its 228 store locations and online presence.

Over the next year various initiatives will be introduced including:  
  • New tools for associates. From online product research, referrals and shopping options to "white glove" delivery, installation and service, new tools will enable associates to provide customers with engaging shopping experiences.
  • In-store experience. With a focus on rapidly advancing categories such as home appliances, TVs and home theater, hhgregg is forging partnerships with its vendors to create compelling in-store experiences that will showcase their products and technology innovations.
  • Increased community engagement. The retailer will amplify its commitment to advance and enrich the communities where its associates and customers live.
"Our brand transformation is the foundation for our differentiation from other retailers." Dennis May, president and CEO of hhgregg said. "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. Flawless execution and customer service before, during and after each purchase will be the focus of the entire organization."

Immediate changes 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.