Hhgregg embarks on brand transformation

Indianapolis -- Appliance, electronics and furniture retailer Hhgregg has embarked on a brand transformation across all customer touch-points, including its 228 store locations and online presence, in an effort to boost its shopping and purchasing experience.

“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.”
The initiative will be rolled out over the year.  Among the key components,  Hhgregg will introduce new tools for store associates, from friction-free online product research, referrals and shopping options to “white glove” delivery, installation and service, designed to boost shopping experiences. The retailer is also forging partnerships with its vendors to create compelling in-store experiences that will showcase their products and technology innovations.

The final piece of the company rebranding, a store redesign, is slated to start next year,  the Indianapolis Business Journal reported.

The first phase of Hhgregg’s brand transformation launched on Tuesday, and includes an updated company logo, enhancements to the company and brand purpose, and a new series of national television commercials.

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.

“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.”


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