Many of the store’s sales team members have worked for McGuckin’s for more than 10 years — some even more than 20 and 30 years. Their invaluable expertise translates directly as a customer benefit — helping them to buy the right products for the job, the first time. In addition, because of the extensive number of departments and individual SKUs, approximately four times their typical big box competitor, they have exactly what the customer needs. We created a campaign showcasing the staff as department experts, and messaging the expertise that comes with every purchase. We carried this campaign out through advertising, e-communications, in-store events, partnership marketing, social media, public relations, and a Q&A program called “Ask the Green Vest”.