Emeril heats up grill category at True Value market
Celebrity chef Emeril Lagasse appeared at the 2011 True Value Spring Market to promote Emeril Outdoor Grills at the Viking Culinary Group booth.
Distributed and designed by Viking, the Emeril Outdoor Grills were added for the first time to the True Value warehouse program.
Lagasse signed autographs at the Viking booth on Monday at the co-op’s market in Orlando.
The Emeril Outdoor Charcoal Grill has 424 square inches of primary cooking surface, a heavy-duty construction and an easy-to-read thermometer.
The Emeril Outdoor Gas Grill has 589 square inches of primary cooking surface, porcelain-coated cooking grates and four burners that can reach a searing 48,000 BTUs.
True Value highlights marketing strategy
Orlando, Fla. — At True Value Co., a national gift card program and a re-launched True Value Rewards Program are among the marketing moves designed to drive revenue and profit for members, according to Carol Wentworth, VP marketing for the Chicago-based co-op.
The gift cards represent a move — along with the co-op’s launch of e-commerce in November — to better compete in today’s world of retailing, she said, and deliver what the customer expects.
"Marketing is no longer just about ads in newspapers," she told members during the General Session of the 2011 True Value Spring and Rental Market in Orlando.
The co-op’s rewards program is undergoing a makeover to add functionality and remove complexity, she said. "With our new program, you will have visibility to your total profitability, including accounting for the redemption of certificates," she told members. The program also allows member retailers to invest more in customers who have the opportunity to spend more.
Another digital solution she praised was the co-op’s affiliation with the U.S. Postal Service change of address process. Through the Post Office, the co-op offers $5-off-$25 promotions for households on the move, of which there were 23 million last year. The new program was launched Jan. 1, delivering offers via e-mail within 48 hours of the move date.
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True Value points to Q4 momentum
Orlando, Fla. — Chicago-based hardware co-op True Value Co. reported wholesale revenues increased 2.3% in the fourth quarter of 2010, and retail revenues increased 4.6% for the quarter.
CEO Lyle Heidemann delivered the preliminary results to True Value members during the General Session of the co-op’s 2011 Spring & Rental Market held here in Orlando.
"Our fourth quarter results should give us some momentum going into 2011," Heidemann said.
For all of 2010, the co-op is expecting revenue to be about $1.801 billion, down 1.2% from 2009 revenue of $1.823 billion.
The company’s audited numbers will be released in late February.
For the full year, True Value’s preliminary comparable store merchandise revenue was down 7%. Meanwhile, retail comparable store sales were up 3%.
The strong fourth quarter continued into the first month of 2011. January sales are positive 4.4% at retail and positive 0.9% at wholesale, he said.
Heidemann also suggested it is reasonable to expect some improvement in the macroeconomic picture. "While we don’t see the economy getting a lot better, I do feel it will improve over 2010," Heidemann said. An increase in repair and small remodeling projects is also in his forecast for 2011.
The co-op’s Spring and Rental Market is the first True Value market to combine its Spring Market, which is usually held in March, with the True Value Rental Market. The event runs through Feb. 2.
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