Retail Observer

RETAILOBSERVER.COM OCTOBER 2021 52 F orget Build-A-Bear; BrandSource has build-a-bundle. AVB, the operational arm of the BrandSource buying group, has introduced an exclusive new service that allows its independent dealer members to custom-configure their own appliance suites. Dubbed Package Builder, the technology builds on the popularity of vendors' package promotions to help dealers create their own four-piece appliance bundles automatically. Pulling the components directly through their POS systems, members can easily assemble a four-piece appliance package by selecting the SKUs, images, pricing and discount by percentage or dollar amount. The service, developed by AVB Marketing, the group's in-house digital division, was announced by AVB's Chief Marketing Officer John White at BrandSource's recent Convention21 event in Nashville. Word of Package Builder followed another game-changing initiative launched at the show: The Hub. Described by White as "a CRM solution on steroids," the Hub is a central commerce platform that seamlessly connects members' online and in-store operations in real time, delivering all the information dealers and customers need, when they need it. Due out this month, the Hub bridges the digital divide – and addresses the consumer's preference for an omnichannel shopping experience – by integrating a dealer's POS system, Alta website, LINQ merchandising platform, digital price tags and in-store kiosks into an overarching interface. As White explained, this will allow store owners, sales staff, support teams, buyers, and, ultimately customers to easily access the product and service information they need, when they need it. Through The Hub, users can find real-time details on: • Inventory availability • Promotions and price changes • Product specs • Price and feature differences between models • Open quotes • Competitor pricing • Customer info for delivery crews • Builder channel purchase history for fast, easy reorders And that's just for starters. Going forward, regular rollouts will enhance The Hub with text and mobile integration, delivery enhancements, service integration, back-office support with vendors, and suggestive selling features. The Hub is being offered to members in three tiers: the Standard plan which allows up to three users; the step-up Commerce option; and the Custom plan, which accommodates an expanded number of users. AVB CEO Jim Ristow described this latest marketing technology, or "MarTech" innovation as "truly game changing," and anticipates that it will "help revolutionize what we do on the sales floor." White added that AVB's Sacramento-based development team is also creating new digital tabs for furniture and luxury-tier products, and is developing more comprehensive Dashboards that will provide a detailed look at how customers interact with members' websites, Facebook ads and Google My Business posts. And speaking of the latter, AVB Marketing has also been busy working on new techniques and technologies to address stricter privacy provisions coming down the pike from Google, Facebook and other digital platforms, White said. Alan Wolf is Senior Communications Specialist for AVB/ BrandSource, the nation's leading merchandising and marketing co-op for independent appliance, home furnishings and consumer tech dealers Alan Wolf Digital Services RO AVB/BRANDSOURCE CREATES AUTOMATED PACKAGE BUILDER AVB CMO John White reveals the latest tech tools at BrandSource's fall Convention.

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