True Value 2010 Annual Report Download - page 12

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“This isn’t ‘Field of Dreams’ where if you build it, they will
come,” said Shapiro. “You have to market aggressively to
bring in customers.”
Another way True Value helps retailers increase store traffic
is TrueValue.com. The site’s ship-to-store option drives cus-
tomers into stores to pick up orders. Retailer Gordon Keith
of Sunwest True Value, Sun City West, Ariz., was one of the
first 1,600 retailers who signed up for e-commerce within
the first two months of the site’s launch in November 2010.
“I’m not usually an early adopter, but I thought e-com-
merce was a worthwhile project,” Keith said. “The new site
is creating awareness of our store with a new generation of
shoppers and DIYers.”
Alan Bryant, owner of True Value Home Center in Oakhurst,
Calif., believes the site’s additional assortments add value
to his store.
“It’s another way for us to serve existing customers and
attract new ones,” Bryant said. “An online customer ordered
a hard-to-find coffee filter that we don’t stock, but the
e-commerce option allowed us to fulfill her request. Now
she has a reason to shop with us again.”
True Value retailers go the extra mile for their customers.
Whether tracking down the right product, providing expert
advice on a project or offering an inviting, well-stocked and
organized place to shop, they create a positive experience
that not only wins sales, it wins customers.
Informed by retail best practices and customer
data, DTV gives retailers the competitive edge
to meet and exceed shopper expectations.
10 TRUE VALUE COMPANY