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Hhgregg gets a makeover


Appliance, electronics and furniture retailer Hhgregg is getting a makeover. The brand transformation will encompass all customer touchpoints, including its 228 store locations and online presence. The first phase of hhgregg’s brand transformation launches this week.

“Our brand transformation is the foundation for our differentiation from other retailers. 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. “Flawless execution and customer service before, during and after each purchase will be the focus of the entire organization. In addition, our supplier partners will play an important role in this transformation as we’ll work hand in hand to ensure that we’re presenting consumers with the newest technologies available.”

Components of the company’s brand transformation will be introduced throughout the next year. Priorities include new tools that enable employees to provide customers with exceptional shopping experiences, omnichannel product evolution that allows the company to create compelling in-store experiences that will showcase their products and technology innovations and increased community engagement.

“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. “This is a long-term endeavor central to the core of our organization, from store associates to the CEO.”

Immediate changes launching this week include an updated company logo, enhancements to the company and brand purpose and a new series of national television commercials. The first commercial in the series is titled, “Boxes.”

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.

Hhgregg operates 228 brick-and-mortar stores in 20 states with nationwide retailing online.

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