Orgill Case Study | 37 “The idea was to reopen this beloved community hardware store, but in a bigger, grander way,” says Charlotte Wells, client services manager for Tyndale Advisors. “Not just with the grand reopening party, which was certainly a big deal and a culmination of our work, but to serve the community better. It was about taking something that was already working and asking, ‘How can we really be Germantown Hardware for this community?’” The team’s goal was to expand on what the former owners, the Wagners, had already done well for the community and make it even more convenient for customers to shop and offer more selection for them to choose from. The reinroduction theme of the new and improved Germantown Hardware was “neighbors helping neighbors,” and the transition team used merchandising techniques and interior design to drive this point home. But more than a tagline on the wall inside the building or in advertisements, it meant participating in community events and carrying the products locals needed and came to expect. “We're carrying things that are important,” Wells says. “A small example is that the city of Germantown requires residents to use clear leaf bags to dispose of their yard waste. This isn’t the same in all communities, it’s unique to this one. So, if we just used a standard assortment, it likely wouldn’t include clear leaf bags. But, that's something you can find at Germantown Hardware because we know that's what the community needs. It's about being the neighborhood store that's helping neighbors.” Germantown Hardware Brand Definition • A real hardware store serving the Germantown community and Orgill organizational goals • Local staff with a friendly, helpful attitude (aspirational) • Primarily serves the homeowner, although frequented by DIY customers and professionals, especially for services • Provides convenience for modern shoppers through eCommerce, loyalty rewards and services such assembly, delivery and curbside pickup, small engine repair, special orders and workshop services Dominant Product Categories Key Service Categories • Core Hardware and Fasteners • Grills and Outdoor Living • BGE, Traeger, Weber • Lawn & Garden • Live Plants, Pottery and Statuary • Outdoor Power Equipment • Stihl, Honda, Echo, Toro • Household • Paint and Sundries • Benjamin Moore • Seasonally relevant promotions, including gardening, pool supplies and holiday decor • Competitive pricing on core- and highvisibility products; fairly priced on everything else • Workshop Services • Screen and Glass Repairs, Lock Services, Lamp Repairs, Knife Sharpening, Cut Glass and Plexiglass, etc. • Small Engine and Riding Mower Repair • Delivery and Free Assembly • Rental/Truck Rentals • Special Orders • Curbside Pickup There is a clear and intentional relationship between Germantown Hardware, Central Network Retail Group (CNRG) Tyndale Advisors and Orgill. The new Germantown Hardware leverages a long-standing community legacy with industry innovation. The location will act as a test environment for Orgill’s experimental ideas in product selection, retail services and information systems.
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