Sample Project

HUMMER wanted to capitalize on the strength of their brand by remerchandising and ‘re-imagining’ their dealer network as competitive retail destinations. With ever increasing sales in their HUMMER general merchandise category, the opportunity was extraordinary for the company to better meet their customer’s demand, boost their sales and profits. However, it required a complete shift to a more customer and brand-centric approach in product selection, assortment, presentation, promotion, and sales in their dealerships.

The definition of a new strategy for HUMMER merchandise business required a step-by-step analysis that included a review of current product offering, sales, promotions, dealer environment, and service experience and the identification of opportunities and requirements for change. Also, engaged in a comprehensive review of the competitive scene, consumer trends, expectations, and market opportunities for HUMMER general merchandise business within this context. Produced a defined blueprint for the company to implement and training to support the new direction.

•  Provided in-depth analysis of current HUMMER merchandise performance and dealer environments
• Presented review findings to the company Board and a selected group of dealer owners along with an overview of future opportunities and requirements as well as market and competitive scene challenges and opportunities 
• Identified and contributed to defining new merchandising mix, product offering to better represent the brand, sourcing channels, classification, merchandising and presentation requirements (licensed, dealer-exclusive, non-Hummer branded products unique to local markets, etc.)
• Established new distribution strategy and allocation opportunities to maximize sales and profits
• Contributed to the definition and development of a new template for the dealership environment aimed at enhancing the customer experience (floor plan, POP, product selection and mix, staffing, training, etc.)
• Developed and led a 3-day Merchandise Management Training Program to provide a thorough grounding and understanding of general merchandise management and the drivers of profitability and customer satisfaction; of methods for developing and implementing merchandise and assortment plans; of best practices for developing purchasing and sales plans to maximize GMROII and turns; of the skills and techniques needed to sell HUMMER merchandise in the store and exceed customer expectations

The strategic intervention that we provided along with the intensive training contributed to setting a clear new direction for HUMMER merchandise business which in turn helped improve brand awareness and appeal amongst current and prospective HUMMER customers.