Inside hhgregg’s Brand Transformation
Dealerscope: How can you get the brick and mortar and the online aspects of your business to mutually support one another?
Lyle: That’s a journey. There’s no silver bullet solution. I think we have been striving to do that, even before I got here. It’s getting the offers aligned as much as possible, providing a lot of information and data – suppliers have lots of information about their products – and making sure we integrate all that as quickly and as efficiently as we can. It’s also making sure our Call Center is there to answer questions.
People buy a lot of things from us online, but when you’re talking about a big refrigerator, or a 60-inch TV, typically, people want to go into a store and touch it and see it. Even if they showroom at some other store, they want to see it. Intuitively, I believe, from my own experience, I would rather go in and make that purchase in that last three feet of retail that everybody talks about, and talk with that salesperson. Because if I just order it online from anywhere, what do I do if that refrigerator arrives at my front door and I find it doesn’t meet my needs? At that point, I’m stuck.
For us, it means having a good marriage between online and the store. We can help you go through the selling process. For some people, doing the research is not a pain point; they enjoy it. And if it’s home theater room or a kitchen they’re creating, those are decisions that take place over a period of time, there’s budgeting associated with that, it’s more of a family decision. So as much as we can give them inspiration online, and some tangible data points about the product they’re buying, that’s what we will do – and the associates are trained the same way inside the stores.