Retail Observer

RETAILOBSERVER.COM NOVEMBER 2021 58 I t's that time of year again! It may feel like we say this every autumn, but this time we mean it more than ever: November looks like it's going to be the biggest month ever for our home goods businesses. Not only is e-commerce continuing to grow at a completely unprecedented rate, but the consumer's focus on remodeling and making their kitchens and homes more livable and loveable has helped business skyrocket for our industries, and it doesn't seem to be slowing down. AVB Marketing, the advertising, e-commerce and digital marketing wing of the AVB/BrandSource buying group, understands how hectic these times can be for retailers. You're running a business and trying to get product while taking care of your team and focusing on the things that are important for your store's growth. We get that merchandising your website and owning your digital marketing efforts aren't always the top priorities, even though it really should be in such a competitive environment. That's why we're here — to take some tasks off our members' plates during an already hectic time and handle their digital marketing efforts with fully co-op-able and brand-approved programs. As Chris Swift, AVB Marketing's Director of Digital Strategy noted, "Time is the most limited resource available. Our Strategy team is dedicated to creating highly effective digital marketing and advertising programs that drive real-world results…and give back that most valuable resource." To that end, we've spent the year perfecting our digital marketing initiatives. We were so excited to launch our new 4th Quarter Bundle program at the recent 2021 BrandSource Convention in Nashville where we used years' worth of carefully curated marketing and website data to ensure that our appliance, furniture and mattress turnkey programs would not only drive traffic to dealers' websites, but also do what you really care about: Making that cash register ring. The Bundle, introduced at the Convention as a show special, consists of three programs: • Fall into Savings — A YouTube campaign focused on highlighting the fall season and all the fun that comes with it • Black November — A Facebook and Instagram campaign show- casing the products highlighted in BrandSource-exclusive "Buy More, Save More" rebates • Year-End Savings — A Google Discovery campaign built to reach customers through select Google tactics designed for digital conversions Chad Evans, AVB's VP of Merchandising, explained the thinking behind the initiative. "The purpose of creating the 4th Quarter Bundle program was to combine strong merchandise programs, like consumer rebate offers and zero-percent financing, with a simple turnkey digital marketing program. These tools will help all BrandSource dealers not only compete, but win against their competitors." Best of all? These programs are fully co-op-able for leading appliance and bedding brands, which means you can join in on the fun for free (or close to it) after co-op submission. (Don't forget, we can handle that for you, too!) AVB Marketing has also partnered closely with brands to make sure these campaigns are centered around a "Shop Local and Save!" message to drive online and in-store traffic during these busy promotional periods. More than ever during these last couple of years, we've been laser- focused on crafting a customized digital presence for dealers, so they can attend to the day-to-day of running their businesses. By supporting their marketing goals, we'll win the holidays together. B U Y I N G G R O U P N E W S RO AVB CRAFTS Q4 CAMPAIGNS TO HELP MEMBERS WIN THE HOLIDAYS Alisha Starelli is Senior Director of Marketing Strategy + Operations for AVB Marketing, the advertising, e-commerce and digital marketing arm of the AVB/ BrandSource buying organization. AVB Marketing has developed a focused array of digital assets to help BrandSource dealers dominate the holidays.

• Cover