True Value 2015 Annual Report Download - page 5

Download and view the complete annual report

Please find page 5 of the 2015 True Value annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 17

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17

$33.30
+67%
+11%
+5%
It’s a new world for hardware stores. Shoppers are getting younger.
They’re savvy, they’re motivated, and they need help with their home
projects. And they all have multiple options for where to get it.
We call them the Young Achievers. We’re not going to reach them
with the same old methods. We’re not going to win them over by just
standing around.
TRUE VALUE 2015 ANNUAL REPORT 76 TRUE VALUE 2015 ANNUAL REPORT
Our Target: The Young Achievers They’re
new home owners in their mid-30s, and they
have lots of projects around the house. This
generation wants quality. They value personal
service. They will spend more with someone
they trust. They’re the Young Achievers, and
we are investing to reach them.
Brand Awareness is Key to Competitive
Advantage We need new customers to know
who we are in order to prove to them that
we’re better than the competition. That’s a key
objective behind the national events program
we launched in 2015.
More Than Awareness—Sales Our television
ads combine brand and price-and-item
elements. The program includes digital video
and radio, targeted email, mobile display
ads and social media, in addition to printed
circulars. The goal: drive awareness AND sales.
Momentum: The Results are Coming In
Our brand awareness rose in 2015, and we
saw increased sales of promoted items and
average transaction amounts for participating
stores. It’s working. And with continued
investment, we can do even better.
Retail sales of all items
for participating
stores; non-participating
stores: +1%
Avg transaction size
that included a promoted
item; avg without a
promoted item: $19.05
Total 2015 brand
awareness improvement
nationwide over 2014
Brand awareness
improvement among
young achievers
BUILDING MOMENTUM, WORKING THE PLAN
BUILDING TRUE VALUE BRAND AWARENESS AND SALES
Watch True Value ads at
www.youtube.com/user/
TrueValueHardware
ENGAGEMENT
Working together
• Marketing Analytics
• Communication
• Vendor Engagement
• Education/Training
GROWTH
Growing together
• More Stores
• More Remodels
• Pricing
• Assortment
Productivity
• Brand Awareness
• Omni-Channel
Strategies
• International
Expansion
EFFICIENCY
Improving together
• Inventory Productivity
• Global Sourcing
• Logistics Optimization
• Transportation
• Infrastructure
Improvements
• Application
Simplification
• Process Improvement