Client: hhgregg
Industry: Retail
Goal: Increase revenue and event participation

hhgregg turns Black Friday green with Vontoo campaign
Successful voice marketing campaign leads to profitable sales for appliance and electronics retailer

ABOUT hhgregg
Founded in 1955, with 109 stores in nine states across the Midwest and Southern states, hhgregg is one of the country’s leading appliance and electronics retailers.

THE SITUATION
As the economic downturn started causing dozens of national retailers to close their doors late summer of 2008, Gregg Throgmartin, Senior Vice President of Store Operations, began looking for ways to significantly improve the company’s marketing efforts in a cost-efficient manner.

GETTING STARTED
Initially, he created an opt-in feature on hhgregg’s website which allowed interested customers to sign up to receive voice message alerts for promotional offerings and discounts.

With no additional promotion besides placing this new “option” on the company’s website, people began instantly requesting to receive the hhgregg calls. Throgmartin was pleasantly surprised at how many people actually preferred to receive a voice message to alternative methods of communication.

Two days prior to Black Friday, Throgmartin sent a call to over 1200 of the requesting customers, featuring a personal invitation by him to take advantage of the special “doorbuster” items that would be on sale.

THE RESULTS
The result was total revenue generated of $63,690 directly correlated to the phone calls! After spending less on Vontoo than any other marketing initiative, the company recognized a ROI of a 72,300%!

“I had never implemented a calling campaign prior to this. But the Vontoo system was entirely intuitive and easy to use. And the reporting and tracking metrics Vontoo provides are a PHENOMENAL way to keep track of results. Of all the marketing vehicles we use at hhgregg, none provide more quantitative data than Vontoo.”
-Gregg Throgmartin, hhgregg
Senior Vice President of Store Operations