Inside hhgregg’s Brand Transformation
Dealerscope: How are you redefining the so-called “omni-channel experience” to make it work better for hhgregg?
Lyle: It’s part of what we’ve spoken about. It’s creating as much of a robust experience online or in-store, and letting the consumers shop the way they want to. So many times, as a consumer, I’ve seen other companies approach the online space grudgingly, as though ‘If we have to do something online to get them in the store, well, okay.’ The good news about hhgregg is they’ve never approached it that way, even before I came here. But there are always opportunities to make that more seamless – friction-free. And some of it is getting speedier, linking the sites to opportunities for engaging with associates in the store, getting delivery information back and forth in a timely fashion. It’s making the site an extension of the store – it’s saying, ‘shop the way you want, and we’ll make sure there’s as much information and as much interactivity as possible, regardless of whether you’re standing at the cash wrap or sitting at home, watching TV and working at your iPad.’ We over-index in mobile, which tells you our customers want that.
Dealerscope: This transformation just began rolling out. Is it a multi-phase plan and if so, what are your biggest short-term goals, and your far-reaching long-term goals, moving forward?