Page 40 - DoitBest 2021 Report

Now working with Territory Sales Manager Matt Furge,
they started by bringing inventory levels up to Do it Best
recommended standards. Taking advantage of the
Merchandising Essentials program, they were able to
increase inventory, expand product offerings, and transition
to Do it Best-stocked national brands.

“Through Merchandising Essentials, members receive a
42 percent incentive credit for a new location or expansion
when they order a qualified program,” explained Matt.
“They don’t have to shoulder the whole expense for all the
inventory they need to reset the store.”

They also discovered that multiple locations gave them
incredible merchandising flexibility.

“It‘s easier to explore new product offerings,” Rusty noted.
“If a new product doesn’t perform well at one location, we can
move it to another store to see if sales improve there.”

Their aggressive acquisition strategy presented another
challenge: how to unite the growing business under a single
brand without losing the name equity each location enjoyed.
To loyal rental customers, Gerken Rent-All was a trusted name.
At the same time, each of the nine hardware locations enjoyed
a loyal customer base of its own, under its existing names.

“Through Merchandising Essentials,

members receive a 42 percent incentive

credit for a new location or expansion

when they order a qualified program.

They don’t have to shoulder the whole

expense for all the inventory they need

to reset the store.”

Taking full advantage of the flexible branding options Do it Best
offers to members, they chose to co-brand each location,
keeping the original name and incorporating Do it Best
signage and design elements. Each hardware location features
a separate Gerken Rent-All inside the store.
40 | 2021 REP OR T