True Value program highlights 'new'

Chicago -- A merchandising program introduced here at the True Value Fall Reunion will address the importance of product innovation in dealers’ stores -- a “New at True Value” endcap program.

Ken Goodgame, senior VP merchandising, described the effort as a “single, permanent endcap that features items new to the True Value stores and new to the industry.”

Co-op executives say the products have always been available in the warehouse and the market floor, but what’s missing has been a turnkey program that makes it easy for dealers to earn a reputation for product innovation.

Under the program, the co-op will ship each month to stores four new items at “significant discount,” said Goodgame.

The products -- 48 over the course of the year -- will be genuinely innovative, says Heath Ashenfelter, divisional VP merchandising. “These are really meant to be the best of the best,” he said. “We’re not looking for line extensions. We’re looking for new innovation. And they have to be new to the marketplace, not just new to the store.”

Ashenfelter said the first group of four products includes one electrical item and three paint-related items. All the products will carry prices under $50.

“We know True Value hasn’t necessarily been known for being first to market or for getting new products into your stores quickly,” Goodgame said. “That’s going to change.”