COLLIERVILLE, Tenn. – With record sales increases in the home improvement industry showing no signs of slowing down and retailers focused on helping their communities and running their operations, Orgill has released more details on the continuing evolution of its purchasing events.
Last year, in response to the challenges presented by the COVID-19 pandemic, Orgill launched its first-ever online shopping event, indicating that this inaugural event represented an evolution in the way the company would host trade shows. ‘purchase.
Today, with two online shopping events on the books, Orgill is expanding how online and live shopping events will work in tandem to deliver what the group says is a more complete experience for its customers, accessible and intuitive.
“While the restrictions placed on us as a result of the pandemic have forced innovation of our online shopping event, the concept has proven to be relevant whether or not there is a pandemic,” said Boyden Moore, President and CEO of Orgill. “We need to offer our customers a variety of ways to interact with our team and our supplier partners. We also recognize that retailers are busy and more focused than ever on their operations. Integrating additional online shopping events that work with live events is definitely our way forward.
The first change related to this new strategy is that Orgill will not be hosting an in-person Fall Dealer Market, which was scheduled for August 26-28 in Chicago. Instead, Orgill will be hosting a multi-day online shopping event that runs August 16-27.
The decision to forgo the in-person fall dealer market was prompted by a number of factors, Orgill said, including the safety of staff and customers, uncertainty over access to services and the terms and conditions of the company. Marlet.
“We are encouraged by the positive trends we are seeing with vaccinations and reducing active COVID-19 cases, but there is still so much uncertainty when trying to plan for an event the size of one. from our dealer markets in person, ”Moore said. “While we look forward to welcoming our customers to a dealer market as soon as possible, we decided it would be best to do so in February in Orlando. We recognize that retailers are busier than ever with sustained increases in demand and an ever-challenging supply chain, pricing and hiring environment. Replacing the live fall dealer marketplace with an online shopping event also allows us to stay focused on supply chain recovery and helping our customers in their stores during these ongoing challenges.
In addition to moving from an in-person event to an online event this fall, Orgill also announced that it will be adding additional online shopping events to its calendar in the future.
“What started out as a necessity has grown into a more comprehensive strategy for us to connect our customers to the products, promotional prices and seasonal offers they need,” said Greg Stine, executive vice president of marketing and communications from Orgill. “We believe that by adding additional online shopping events to our calendar, we can help our customers better take advantage of the seasonal shopping opportunities available to them. By adding events, we won’t ask them to condense their purchases into two narrow windows in the fall and spring.
In conjunction with the fall online shopping event in August, Orgill has announced plans to host the following events.
- An online shopping event for winter 2021 at the end of October
- A Spring 2022 online shopping event that will coincide with the Spring Dealer Market in person in Orlando in February 2022
- A summer 2022 online shopping event at the end of April 2022
With the addition of these additional online shopping events, Orgill hopes to create “a better pace for its interaction with customers, allowing them greater flexibility in planning and ordering the products they need.”
“We have received excellent feedback from our customers on the effectiveness of online shopping events,” said Jeff Curler, senior vice president of purchasing at Orgill. “We’ve also heard good things from our suppliers about the commitments they have with retailers. By increasing the frequency of these events and using them to increase live performances, we believe there will be significant benefits for our customers. “
Marc Hamer, executive vice president and chief information and technology officer of Orgill, also says the company has learned a lot from vendor and customer feedback on the user experience of online shopping events and will continue to do so. to update the technology used to create a more intuitive and transparent experience in the online environment.
“We learn more and more with every event we organize,” says Hamer. “We learn what our customers like and what they don’t like, so every time we complete one of these online shopping events, we take that feedback and get down to work to improve the next one.” . “
As for the next in-person buying event, Orgill plans to make every effort for its Spring Dealer Market in Orlando. Not only will the February 24-26 event represent the company’s return to in-person purchasing markets, it will also mark Orgill’s 175th anniversary.
“Believe me, we anticipate the Spring Dealer Market to be a celebration in many ways,” Moore said. “Most importantly, we want it to be a big thank you to our customers and suppliers for making it through the past year, but also for supporting Orgill and helping us reach such an important milestone in our history. business. “
For more information on Orgill’s online shopping events or the Spring Dealer Market, visit orgill.com.