Retail Observer

RETAILOBSERVER.COM MARCH 2018 58 B U Y I N G G R O U P N E W S T he beginning of 2018 signals yet another ambitious push by our merchandising team at BrandSource to distinguish ourselves as the premier buying group when it comes to developing outstanding programs with our vendor partners. In order to accomplish this, we will continue to build upon our unique synergy of merchandising and marketing to benefit our family of dealers and to encourage relationships with new vendors. My dedicated merchandising team focuses on operating more like a large retailer and less like an "old school" buying group. We do this by working closely with vendors to develop promotions and programs that are then tied in directly to what our marketing team is doing. The goal is to more effectively drive customers into dealers' stores. The marriage of merchandising and marketing not only provides a more personalized service, but it also proves cost- effective when putting together strong targeted promotions that help drive business. Working in conjunction with our family of dealers, we are discarding old models that hamper our growth and forging ahead with innovative new methods that are proving to be much more effective in today's changing retail landscape. Even though many of our dealers are small- to mid-size stores, they will be able to compete on a more level-playing field with their box store competitors by taking advantage of this unique marketing and merchandising marriage. Having complete control of the entire process truly sets us apart. Typically, specific programs are offered by buying groups who in turn locate a third party to provide the desired marketing service. At BrandSource, rather than having a dealer employ one firm for video production, another firm for print advertising, another for website hosting, and yet another for digital marketing, we offer a one-stop shop in-house. As a result, the dealer can cut both costs and redundancies by going to BrandSource for all of their needs. With the collaboration between dealer and buying group streamlined, the headaches associated with not knowing whom to contact for sudden problems with marketing or merchandising programs has become a thing of the past. Instead of inefficient overlap, our dealers have a one-on-one relationship with a well-informed, results- oriented professional. It is this mutually beneficial arrangement that is unique to members of our buying group. The special mix of merchandising and marketing services that we offer our family of dealers has already produced a positive response from store managers such as Anish Gauri. Anish, vice president of operations and general manager of the Zion, Illinois-based Grand Appliance and TV, is a fan of his store's unique collaborative relationship with BrandSource. "BrandSource works with us to determine what merchandising strategies we, as a group, should pursue," Anish says. "We're thrilled to have a seat at the table where we can provide input on what is being merchandised." The end result is a dynamic partnership where both parties act in concert to grow a business and increase profit. "By having a marketing team working hand in hand with the merchandising team, it allows us to focus our efforts on more profitable models that we choose to support," says Anish. Such praise is typical of the genuine bond felt between dealers and our buying group. Close interpersonal relationships such as these are one of the many advantages that BrandSource offers and is the hallmark of our success. In 2018, we hope to build upon the great momentum we built coming out of 2017. In the fourth quarter of 2017, BrandSource's total sales were close to three times the industry averages in appliances, bedding, and furniture. As far as events on the horizon, we have our Q1 promo planners posted in the BrandSource Backroom. These planners should help each dealer plan their promotions for all of the major appliances and bedding brands. BrandSource's plans for the New Year are indicative of our company's desire to continue to distinguish us within the marketplace and remain the gold standard of buying groups. Through the fostering of close relationships with members and the offering of all-in-one services to prospective clients, we at BrandSource are on the cusp of making 2018 our best year yet. Chad Evans, BrandSource General Manager of Merchandising RO BRANDSOURCE TO ESTABLISH GOLD STANDARD FOR MERCHANDISING/ MARKETING EFFORTS IN 2018

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