True Value's communication upgrade

Describing "engagement" as the first of its three major strategic pillars, Chicago-based True Value Company rolled out a new version of its Members Online (MOL) intranet system designed to bring more speed and power to its internal information superhighway.

The new version of MOL was introduced at the beginning of 2016. Project lead Jean Niemi said the co-op activity tripled on the platform during its first week of operation. Improvements range from better search features, streamlined navigation and improved organization. All important, says Niemi, but probably the biggest improvement is the way MOL will facilitate communication in all directions between the members, the co-op and the store associates.

 "Old intranet sites for the most part followed a push-communication model," Niemi told HBSDealer.com. "And in this day and age, we really depend on hearing from our members in terms of what they need to help them run their business. Now we have an intranet site where we not only have two-way conversations with them, but they can have two-way conversations with each other, so they can share best practice from store to store."

The new MOL is also described as social-media ready. Content on the site can be easily shared to a store's website or a personal Web page with the click of an icon.

"I think all retailers, not just younger retailers, but all retailers are really trying to become more digital and social in nature," Niemi said. "And this offers them a great way to amplify our brand."

This latest version of the MOL reflects the learnings from several focus group sessions and feedback from users. True Value CEO John Hartmann said the result is a "two-way engagement platform" that is active, alive and robust.

Of particular value is the increased accuracy of the MOL search function, "right down to how to find my phone number," Hartmann said.

Does that mean the CEO's phone has been ringing off the hook? "It hasn't been ringing any more than normal," said Hartmann, pointing out that he gave members his phone number when he took the job.

In the stores, members use MOL as a gateway to several business applications, to find information about products and as an entryway for True Value University, among other uses.