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Abt Electronics: Selling the Family Store

Abt Electronics, the nation’s largest single store retailer of electronics and appliance, has mastered increasing brand awareness on a local and national level and establishing members of Abt’s staff as go-to experts in their respective fields.

During a five-year collaboration, our team helped achieve this by identifying and training more than a dozen Abt employees to be spokesperson experts in retail, technology, appliances, green initiatives for small businesses, ecommerce and customer service. We then broke down the calendar year into a series of events, including holiday, seasonal and trend stories, to offer expert commentary, professional tips and product demonstrations provided by Abt experts.

We also refined the Abt’s story as one of the most enduring and successful family businesses in the U.S. – established more than 80 years ago and showing double digit growth every year since it opened in 1936. We highlighted Abt as a leading green business with hundreds of solar panels, windmills, a rainwater harvesting system, an on-site recycling plant, and dozens of bio-diesel delivery trucks. Additionally, we shared Abt’s success as a top workplace in the Chicago metropolitan area where the store was awarded the title six years by the Chicago Tribune.

We crafted the story of Abt bucking retail trends. While other retailers continue to close their brick and mortar stores, Abt’s retail location continues to grow in space and sales numbers. It has become “destination shopping” for consumers in Chicago, with its 120,000-square foot showroom that offers much more than just shopping, including fun, interactive activities for the whole family.

The team also created numerous successful events at the Abt retail location ,including an 80th anniversary celebration with the unveiling of The Inspiration Studio luxury kitchen showroom, hosting two live technology blogger panels, collaborating with the City of Chicago to create a city-wide electronics recycling campaign on Earth Day and launching numerous national and Midwest exclusive product unveilings.

As a result of our five year collaboration with Abt Electronics, O’Malley Hansen has secured over 1,000 placements resulting in hundreds of millions of impressions.