Multi-Store Retail Chain

Challenge:
We represented a 4,600 store, $12 billion retail chain as it sought to communicate the most significant change in the company’s history. We were challenged to simplify a complex financial announcement in preparation for securing a majority vote from retailers in favor of the change. Just prior to announcing the proposed transition, the company discovered a sensitive and significant accounting issue.

Strategy/Implementation:
Reputation Partners developed an integrated communications plan (structured like a political campaign) focused on raising awareness of the strategic benefits of the new corporate structure, fostering open debate/discussion around the issues, and securing buy-in for the transition (including approval from at least 50% of retailers). Our team developed compelling rationale for the change, comprehensive communications approaches, messaging and materials for all key stakeholders, and a variety of toolkits/communications training modules. Reputation Partners also trained and equipped spokespeople to deliver credible messages and presentations. When the accounting issue was discovered, Reputation Partners counseled and prepared the client to effectively communicate the news internally and externally with as little negative fallout as possible.

Results:
Reputation Partners helped the client effectively introduce the proposed change to retailers, employees, media and other key stakeholders. While the concept was very well-received, the company’s plans to move to the new structure and secure retailer approval of the change were put on hold due to the financial accounting issue. Our work surrounding the accounting issue helped to minimize business disruption, retain trust in senior management, and keep the company focused on achieving its near- and long-term business objectives.