AVB Marketing’s Grant Hancock, on a break from his digital duties. 

Grant Hancock is the hub in AVB Marketing’s spokes

By Alan Wolf, YSN

As AVB Marketing’s GM of Digital Success, Grant Hancock is the conduit between BrandSource’s dealer members and the group’s deep bench of digital experts.

Working with AVB’s leadership and the five AVB Marketing teams that report to him, he orchestrates the development of scalable products and solutions that can help members save time and generate more profitable sales, making his one of the most critical roles at the company.

The importance of his position wasn’t lost on Home Furnishings Business, an industry publication that named Hancock a 2021 “Forty Under Forty” honoree as one of the furniture sector’s most promising young executives. The magazine was impressed by his ability to “align marketing strategies to deliver innovative click-to-brick solutions” that help independent dealers better merchandise their websites, while also focusing on member concerns, vendor needs and, ultimately, consumer conversions.

The accolade was accompanied by a comparable “40 Under 40” award from Dealerscope magazine spotlighting the industry’s best and brightest millennials, and followed a then-recent promotion at AVB from merchandising director. 

Hancock with wife Ashley.

Preparing him for his current duties is a track record of success at a major Southern California home goods chain, where he rose through the ranks of sales, store management and merchandising and marketing, culminating in his appointment as vice president. 

“Working on the retail side has been crucial in helping me understand the challenges our members face, along with how to best support them with solutions that help them increase revenue and profitability while also helping save them time,” Hancock said. “Having experience in all aspects of independent retail operations including working with vendors and buying groups has allowed me to analyze the needs of our members and their employees through different lenses, which has been invaluable to make sure all of our solutions are effective and can be efficiently implemented within our members’ businesses.”

Hancock joined AVB just as COVID-19 struck, and he cites his efforts to help members thrive throughout the pandemic as a highlight of his career. Many of the digital strategies he shared at the time remain relevant today, including flagging in-stock products; listing inventory in order of availability or popularity; offering add-on sales opportunities like extended warranties and installation accessories; and shopping the box stores to keep one’s delivery, installation or haul-away charges comparable, and posting those prices on the product pages to maintain transparency. 

Currently, Hancock believes the group’s proprietary HUB customer relationship management (CRM) platform, and members’ newfound ability to scan vendor inventory, are among the most valuable assets in AVB Marketing’s toolbox.

“HUB is a highly effective sales tool that brings in all of the best product details on members’ websites and combines it with important information like competitor pricing, in-stock inventory levels, vendor warehouse inventory, and current or future promotions and discounts,” he said. In addition, it allows salespeople to create and e-mail quotes to consumers that can be converted into online sales, and to track all customer communications, quotes and orders.

Similarly, the vendor inventory solution, launched late last year and accessible through either HUB, digital price tags or in-store KIOSQs, allows members to alert shoppers when they can expect delivery on products that are not presently in stock in a dealer’s store or warehouse, making dealers competitive with big-box chains.

Hancock with sons Jorge, left, and Javier.

When he’s not leveling the playing field for independents, Hancock finds joy in his “beautiful family,” comprised of wife Ashley and his sons Javier, a toddler, and Jorge, an infant. “We love to travel, go on hikes and spend time with our family and friends,” he said, while also squeezing in the occasional deep-sea fishing trip and USC or Lakers game.

Hancock attributes his professional success to the morals, values and strong work ethic instilled in him by his “wonderful parents,” and his wide-ranging travels that exposed him to different cultures and many successful individuals and mentors from diverse fields. But perhaps his most winning on-the-job quality is the satisfaction he gets from helping others.

“Not only our members,” he said, “but their employees, families and communities.”

YSN publisher AVB BrandSource is the nation’s largest merchandising and marketing co-op for independent appliance, mattress, furniture and CE dealers.

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