Gilchriests’ store featured in 2011 True Value annual report

Out of thousands of member owners in Chicago-based cooperative True Value Company, the Ransom Brothers True Value store in Ramona took the limelight in the co-op’s 2011 Annual Report, due in large part to the store’s new look.

In the March 2012 report, which the co-op distributes to its member base of more than 4,000 independent retailers, Ransom Brothers’ owners Jimmy and Joanne Gilchriest share photos of their newest storefront on Main Street as well as their experience of bringing the co-op’s Destination True Value (DTV) format into play when they decided to open their second location.

The Gilchriests, who also operate the Ransom Brothers Lumber & Supply business on B Street primarily to serve contractors, opened the 12,654-square-foot DTV store in November 2010 as a way to grow their business and reach the “do-it-yourself” consumers.

The Gilchriests said they chose True Value’s DTV plan because it’s a compelling store format that raises the bar for the hardware shopping experience and provides relevant product assortments that are priced right. According to True Value, the format also allows the owner to focus on providing localized knowledge and customer service.

“Customers say this is the nicest hardware store they’ve ever visited,” Jimmy Gilchriest said.

True Value created DTV to provide customers with a one-stop shop for products, advice and inspiration for small home-improvement projects, and also to appeal to female customers.

Incorporating consumer insights and retail strategies, DTV strives to deliver a less intimidating shopping experience. Core departments — hardware, paint, plumbing, electrical, lawn and garden, and power tools — stand out with textured backdrops, specialty flooring, and shelf-level signage that help customers navigate and make product decisions, states a report from the firm.

To see the Ransom Brothers True Value store in the annual report, visit

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Posted by Karen Brainard on May 21 2012. Filed under Business, Business Briefs. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

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