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STRATEGIC STORE RELOCATION EVENT
R. F. MOELLER
JEWELER
––– St. Paul-Minneapolis, Minnesota –––
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-Cit- ies region. In the intervening years, management of the business 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. To- day, the company specializes in a wide variety of fine jewelry, well-known diamond brands, and prestige Swiss watch brands including Rolex®.
The Gordon Company Assignment
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
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