Retail Observer

RETAILOBSERVER.COM OCTOBER 2023 58 I n his traditional State of the Union address before attendees at BrandSource's recent Convention 2023 in Nashville, Jim Ristow, CEO of parent company AVB, reminded members that the buying group's comprehensive playbook of retail solutions is a proven game- changer – but only if it's implemented. AVB's suite of retail tools have, in fact, demonstrated their potency twice: first when members who embraced the platform enjoyed significant share gains during the pandemic; and more recently this past spring and early summer, when BrandSource dealers who plugged into the systems regained market share that had been lost to box-store promotions. Specifically, BrandSource's appliance and home furnishings dealers outpaced their respective industries during the May-July period, Ristow said, and are exceeding the box stores by 7% in appliances. What's more, these gains came amid a challenging backdrop of high inflation, steep mortgage rates, a stagnant housing market, and constrained margins. So it was no coincidence, Ristow noted, that nearly every attendee at last March's AVB Summit show plugged into one or more services from the AVB toolbox, and many "hit the gas pedal" and increased their marketing budgets to do battle with the box stores. Just as it did during COVID, AVB's retail success strategy worked, and helped reverse any share losses that occurred as the mass merchant channel regained its post-pandemic footing. The lesson to be learned, Ristow said, is that when dealers do nothing to advance their businesses they risk ceding share to competitors. Conversely, members who've sampled AVB's arsenal of easily integrated marketing tools and continue to add "bite-sized" elements to their digital portfolios, have not only gained share but are outpacing members who sat on the sidelines by 10%. Ristow humorously compared the scenario to his own athletic setbacks, which included a torn Achilles tendon in 2021 and a broken pinky last April that temporarily refused to straighten. He blames himself for the second injury, which occurred after he ignored the advice and a contactless sport playbook he'd received from his physician, the former team doctor of the NBA's Minnesota Timberwolves. To help encourage participation in the AVB playbook, the group is now offering unprecedented incentives to members who engage in BrandSource's fourth- and first-quarter marketing programs and MTEQ suite of technology solutions. "We want to make your business life easier, more efficient, and more profitable," Ristow said. "You can continue to win by plugging in." B U Y I N G G R O U P N E W S RO BRANDSOURCE TO DEALERS: KEEP HITTING THE GAS AVB's retail solutions work — if you implement them Alan Wolf is Senior Communications Specialist at AVB BrandSource, the nation's leading merchandising and marketing co-op for independent appliance, home furnishings and consumer tech dealers. AVB's CEO Jim Ristow rallies members around the group's proven playbook of retail solutions at the recent BrandSource Convention in Nashville.

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