Kenneth Goodgame’s Merchandising, Branding And Marketing Expertise At True Value Hardware Corporation

Kenneth Goodgame is a specialized Operations Manager, who creates OEM excellence through smart merchandising and marketing skills with a combination of his experienced, visionary sight.
Currently, Kenneth is the Chief Merchandising Officer and Senior Vice President of True Value Hardware Corporation.

The retail-owned hardware firm was founded in Chicago Illinois and has more than 5000 self-sustaining stores across the world, with members operating independently from the central warehouse. Since joining the company in 2013, Kenneth has managed the complete P&L worth more than $2.2 billion in the preset inventory of the 85,000 SKUs. He is also responsible for the company’s marketing, category management, merchandising, print advertising, pricing, global sourcing and private labeling. He carried out these tasks by reconstructing the talent acquisition and Merchanding team, and monitoring the functional groups the implemented the five-year professional strategy.

Kenneth also recruited the category management team members, POG/JDA managers, club regulations and heat mapping so as to manage the inventory and to merchandise SKU investments at the corporate and store levels countrywide. In a bid to improve the weak performance of the buying team, Kenneth replaced 40% of the buyers with more energized participants, hence raising the savings from 2% to over 10% in one year.

Goodgame installed the “pay for play” investment advertising program supported by vendors and collected over $8 million in 2014 and $13.8 million in 2015.The program offers suppliers an opportunity to buy ad spaces, hence contributing 50 percent to the expenditure of the company on the televised advertisements. As a result of the announcements in 2014, True Value’s customer count increased by 8 percent, retail comps rose 4 percent while ticket amount grew by 9 percent.

Kenneth created and implemented the 250 SKU EDLP program to retailers, delivering full margin percentages, and lowering the retails on most SKUs which had a sensitized price. The average basket ring increased by over 9 percent in 2015, full annual test markets. The local price perception was also considerably altered at the trial store level.

The most notable program created by Kenneth was the “New at True Value” end cap package which supported more than 2800 stores. The program recorded the highest number of store participation.

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