Retail Merchandiser - November/December 2016 - 22


COVER STORY

Team Effort
BrandSource and its independent retail members work together to improve operations
and provide better choices to consumers. BY ERIC SLACK

W

John White, CMO
www.brandsource.com
Tustin, Calif.

22

RETAIL-MERCHANDISER.COM

BRANDSOURCE.indd 22

"

hat started as a buying group in
1969 has become so much more
for a diverse array of retailers.
Today, BrandSource is more of a
member services organization that serves retailers
of many stripes and helps level the playing field so
they can compete.
BrandSource's roots extend back to a 1969 discussion among a group of appliance and electronics
retailers, who saw the opportunity to get better
pricing and terms by pooling their orders together.
Those southern California retailers teamed up to
form Associated Volume Buyers (AVB).
"Our founders got together because they saw
they could get better deals from manufacturers by
working together," Chief Marketing Officer John
White says. "Now we are a member-owned organization that works on behalf of our members with
manufacturers, vendors and suppliers to get better
prices, while also helping members to do better
business and generate more business in their stores."
The organization has grown to northern California, the Northwest and around the country, creating
17 different regions and locally managing regional
operations to target the products each region sells.
In 1994, the group became the first appliance and
electronics buying group to sign a national mattress
manufacturer, Simmons. This began the group's
entry into furniture.

A lot of consumers
are up for grabs, and
attracting customers
is some-thing we
focus on.

"

AVB then began to move in directions that recognized that buying was but one part of the sales
process. It started to focus on helping members buy
better and sell better, becoming a national marketing group in the process. At the turn of the century,
AVB created a national brand name - BrandSource
- and gave its members a national identity. It began
providing national television, radio, print and
Yellow Pages advertising, and it remains the only
national group that continues to build its brand to
get more customers into member stores.
BrandSource also became the first national group
to provide all of its members with an online web
page and entered the e-commerce business in 2000.
This helped members begin to reap the rewards of
online sales.
The BrandSource family includes the appliance

November/December 2016

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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2016

Contents
Retail Merchandiser - November/December 2016 - Cover1
Retail Merchandiser - November/December 2016 - Cover2
Retail Merchandiser - November/December 2016 - 1
Retail Merchandiser - November/December 2016 - 2
Retail Merchandiser - November/December 2016 - Contents
Retail Merchandiser - November/December 2016 - 4
Retail Merchandiser - November/December 2016 - 5
Retail Merchandiser - November/December 2016 - 6
Retail Merchandiser - November/December 2016 - 7
Retail Merchandiser - November/December 2016 - 8
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Retail Merchandiser - November/December 2016 - Cover3
Retail Merchandiser - November/December 2016 - Cover4
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