R.F. Moeller’s Twin Cities Transition

St. Paul-Minneapolis, Minnesota

STRATEGIC STORE RELOCATION EVENT

R.F. Moeller Jeweler has been a well-known and respected retailer in the Saint Paul-Minneapolis, MN area since 1952. A guild jewelry business, the company evolved, eventually operating three AGS stores in the Twin-Cities region. In the intervening years, business management was assumed by the founder’s son, Mark Moeller, and later R. F. (Bob) Moeller II. Mark is a decorated leader in the jewelry industry, and the R. F. Moeller firm has been a recipient of numerous civic awards over the years. Today, the company specializes in a wide variety of fine jewelry, well-known diamond brands, and prestigious Swiss watch brands, including Rolex.

The Gordon Company Assigrument and Execution Plan:

The luxury department store Neiman Marcus closed, prompting R. F. Moeller to move their original store in Gaviidae Common to a new location in another part of the mall. The assignment and plan was to:

Close the original Gaviidae Common store and help open at the new location
Liquidate unproductive inventory from all locations and maximize the cash recovery value
Mitigate public perception of the sale, which could impair the R. F. Moeller brand image
Increase consumer awareness of R. F. Moeller, while specifically building awareness of the company’s new location in Gaviidae Common
Develop an appropriate relocation sale strategy and communications campaign
Provide in-store oversight to facilitate the sale and eventual move
Integrate the store relocation sales plan into the company’s marketing and public relations plan
Prepare sales, media, resource, and expense budgets to control the event

“I was impressed with The Gordon Company’s ability to navigate the challenges that come with running an event that is outside the skill set of most retail jewelers.” – Bob Moeller

Special Considerations and Issues:

The company’s commission-based compensation plan
The covenants that governed designer and name-brand advertising
AGS retail standards, including the use of discounts and promotional pricing
Obstructions to customer traffic, including weather and operations of enclosed skyway transportation system

The Gordon Company Accomplishments:

Exceeded sales expectations, increasing sales by more than 4.5 times or 357% over the comparable period in the previous year
Achieved 97% of the prior year’s annual volume during the limited-time event
Increased the email and the direct mail database, and the company’s brand awareness

“Working with The Gordon Company was a great experience. From setting goals to preparing the stores and staff to the handling of the marketing and sales analysis, they made everything easy and profitable, and handled all the details.” – Mark Moeller