Retail Observer

RETAILOBSERVER.COM JANUARY 2019 38 A t the start of a fresh new year, the opportunities for sales growth seem abundant. But without the right tools, it might be a challenge to begin the year on the right foot. Digital advertising done correctly will be absolutely vital for appliance dealers in 2019. There's no question that the most effective way to advertise your appliances, and the best strategy for success will be digital. With the recent changes in the industry, opportunity abounds. Lots of customers are looking for the best place to buy their appliances, and by putting the right digital strategy in place to bring customers to your door, you'll gain the power to attract those customers who would otherwise have gone to a big box store. Nowadays, nearly all product searches begin online, so it's more important than ever to be present where the customers are searching. Having a responsive, best-in-class website and an effective digital marketing strategy are keys for continued success in the evolving appliance industry. If you aren't already spending half of your advertising and marketing budget in the digital arena, you should start right now! It will also be important to make your website pricing- compliant and attractively competitive when people visit the site looking for appliances. Todd Hall of Duerden's Appliance and Mattress in Bountiful, Utah has found great success with his digital strategy. Hall says, "What works changes faster than it ever has. Not only do good ideas stop working more quickly, they fail more abruptly. The only sure investment is original content. For example, professional photos of your store, your customers' kitchens, and your team. Also, a regularly updated blog and helpful videos are key. Try doing lots of things for little money, then put your focus on and reinforce what's working best. "We used to think that our parking lot was where the first impressions were made, but now it's our website. Although only a small percentage of our sales are completed online, nearly every shopping journey starts online." BrandSource offers its members a unique solution to enhance their digital platform. At BrandSource's in-house, member- owned marketing firm, AVB Marketing, nothing is outsourced and everything is managed in-house, which means huge cost savings compared to conventional marketing agencies. Our member dealers can also utilize AVB Marketing for website design and get help with social media management, online advertising, and much more. Besides digital advertising, a strong focus on financing and promotions will help you attract customers, because some things never change–customers will always be looking for the best deal on the highest-quality products. So, when they're searching online for appliances, make sure you're offering the best promotions and financing on the market to get their attention and give them a powerful reason to set foot in your store. And from that point, you can sell them on your company story. Adam Conaty, GE Appliances Senior Principal National Account Manager–Buying Groups, says, "According to research at Retail Dive, 87% of appliance shoppers begin product searches digitally, which is up significantly over last year. While shoppers start the process online, eMarketer.com says 90% of appliance purchase decisions are still made at a retail store. GE Appliances is committed to aligning our national marketing and advertising initiatives with AVB Marketing to design experiences that allow consumers to do more than just browse and shop. Our goal is to create a digital experience that mirrors the showroom, increases store visits and grows sales through effective omni-channel execution." As you start 2019, focus on a digital makeover and enhancement of your business. Done the correct way, it will speak volumes for your business and put money back in your pocket. Chad Evans Appliance Trends Chad Evans, GM of Merchandising, AVB Inc. RO APPLIANCE ADVERTISING 101

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